Essays on Internal and External Influences on Consumer Behavior Coursework

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The paper "Internal and External Influences on Consumer Behavior" is an outstanding example of marketing coursework.   Currently, there are very many companies which produce similar and substitute commodities. This influences high competition which requires the management of the organization to make appropriate buying decision which can help them develop customer loyalty attract more customers and retain existing customers from switching to competitors in the market (Cerezo & Ato, 2013). Marketers, therefore, have to make this decision so as to identify what impress or influences consumers before they make their purchase.

It is important for marketers to consider the information about consumer behaviors and buying decision in developing strategies which the company can use to increase the competitive advantage (Garland & Macpherson, 2008). For this to be achieved marketers must follow the consumer behavior and determine internal and external factors that influence the buying behavior of customers. In this survey, it is important to identify the internal and external influences that affect the buying behavior of clothing (Gherasim, 2013). These factors influence the decision on the kind of dress that should be sold in every market where there is an outlet or boutique for selling clothes.

The possible internal factors that affect buying decision for clothes include quality, demographic factors, personal needs and attitudes, motivation and perception (Cheung & Limayem, 2005). The external factors that influence purchasing decision include social factors, cultural factors, environmental factors and technological factors. Consumer Decision Process There are a number of decisions which are made by consumers daily. The marketer must be able to identify what customers are able to buy, the location to which they are buying it, the manner in which the purchase takes place, the price at which the commodity is being purchased and for what purpose they are buying the products.

These questions are able to influence the kind and nature of decision which the marker of cloths is making before they sell their products (Garland & Macpherson, 2008). For effective consumer buying decision to be made, it is important to determine customers need, information search, evaluation of alternative, purchasing decision and post purchasing decision. Need Recognition Marketers must ensure that they recognize the needs of customers.

This is a decision process that takes place in the mind of every customer and marketers must understand that the product they intend to sell in the market is really needed by the customers in that region (Cheung & Limayem, 2005). This need s influenced by internal influences or stimuli as it dictates what product the consumer will be willing to buy and at what quantity. Information Search This is also a very important consumer decision process (Gherasim, 2013). All the consumers who have understood the need for the product must conduct an information search to satisfy their needs.

This information can be collected from a variety of sources such as from friends or media. Evaluation of Alternatives This process is also very appropriate in consumer purchasing decagon making process. The consumer in this stage is responsible for selecting the most appropriate brand from the information collected in the market about the product. Here a brand belief is considered very important in choosing the most appropriate product (Garland & Macpherson, 2008). Their cloth selected in compared with different cloths in the boutique so that the correct choice can be made by the customer. Purchase Decision The consumer in this stage makes the purchase of the cloth in the market (Gatautis & Tarutis, 2014).

There are some factors which are very important in this stage and they include attitudes and unexpected situational factors in the market. Internal and External Influences on Consumer Behavior There are a number of both internal and external factors that influence the consumer purchasing decision. Internal factors are also called personal influences and it includes factors such as perception, attitudes, motivation, lifestyle, learning and roles (Cheung & Limayem, 2005).

These factors strongly affect the purchasing decisions and therefore must be considered when making any decisions. External factors are also important in purchasing decisions and they include cultural factures, social norms, subcultures, family roles, household structure and demographic factors.


Cerezo, F & Ato, M. (2013) 'Moderating role of family and friends' factors between disocial behavior and consumption in adolescents', International Journal Of Clinical Health & Psychology, 13, 3, pp. 171-180

Cheung, C & Limayem, M. (2005) ‘A critical review of online consumer behavior: Empirical research.’ Journal of Electronic Commerce in Organisation (JECO), 3(4), pp. 1-19.

D'amico, M & Pecorino, B. (2014) ‘ Short Food Supply Chain And Locally Produced Wines: Factors Affecting Consumer Behavior. ’ Italian Journal of Food Science, 26(3), pp.329- 334

Degeratu, A.M & Rangaswamy, A. (2000) ‘Consumer choice behavior in online and traditional supermarkets: The effects of brand name, price, and other search attributes.’ International Journal of Research in Marketing, 17, pp. 55-78

Dzisah, W. & Ocloo, C (2013) ‘Celebrity Endorsement and Consumer Buying Behaviour: Enhancing the Promotion Function of Marketing in the Central Business Area of Accra, Ghana.’ European Journal of Business and Management. 5(25), pp. 197-208

Garland, R & Macpherson, T. (2008) ‘Measuring sport sponsorship effectiveness: links to existing behaviour’, Innovative Marketing, 4(1), pp. 46-51

Gatautis, R & Tarutis, M. (2014) ‘Controllable Factors Impact On Consumer Online Behaviour. ’ Economics & Management. 19(1), pp.63-71

Gherasim, T. (2013) 'Behaviour Social Factors', Economy Transdisciplinarity Cognition, 16(1), pp. 5-14.

Kardes, F & Cline, T. (2014) Consumer Behavior, 2nd edition. Stamford, CT: Cengage Learning.

Maciejovsky, B., (2012). External Influences, Consumer Behaviour. Imperial College London, unpublished.

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