The paper "Internal Factors Influencing Consumer’ s Decision-Making Process for Beer Brands" is a good example of a marketing case study. There are several factors that impact people’ s purchasing decisions. Individuals are conditioned in specific ways to select from many alternative products or services and make alternative buying decisions. As much as people may acknowledge that, they depend largely on factors influencing purchasing decisions to help them recognize their needs, and look for ways to meet these needs. The buying decisions or buying behavior of consumers constitutes the decision process and actions concerned with buying and using products or services.
The aspects that affect these decisions may vary from one person to another. The preferences vary because they are supported by different aspects of life, adopted by different people aiming at attaining systematic ways of choosing from several alternatives. This paper will focus on internal factors influencing a consumer’ s decision-making process for beer brands. Factors to be discussed include motivation, personality, perception, self-concept, and learning and attitude. These factors will be supported with the related concepts and theories and connected to elements of the marketing mix (segmentation, targeting, and positioning). The Five Steps of Consumers’ Decision-making Process The five stages of consumer buying-decision process guide shoppers in their decision and buying process when purchasing different beer brands.
Therefore, sellers are supposed to take into account these steps in laying down their marketing strategies so as to establish strong relationships with consumers and increase their sales. The steps include: need recognition-if there is no need, there on purchase. Recognition occurs when there is a lag between ideal and actual situations of consumers; information search- once the customers have identified the need for beers, they start seeking for information to satisfy their needs, which are internal and external information; alternative evaluation- once information has been gathered, consumers evaluate various alternatives provided to them, and choose those that fit them; purchase decision- customers choose brands that seem most appropriate for their needs; and post-purchase behavior- consumers start to evaluate the adequacy with their original needs once they have bought and used these products ( Stages in the Consumer Decision Making Process, 2008; Perreau, 2013). Market Mix Marketing segmentation is concerned with dividing a wide target market into units of consumers with common needs and priorities and finding ways to reach them.
Geographical segmentation involves division of the market according to geographical criteria- nations, regions, languages, neighbourhood, or postal codes. Small-scale beer companies usually target customers in the local neighbourhood, while large companies target several neighbourhoods in large cities or areas while ignoring customers in other continents. Demographic segmentation is dividing markets into different groups according to their age, gender, amount of income, ethnicity, religion, and family life cycle. To reduce market competition, different beer manufacturers differentiate their beer brands so as to make them reach new segments of the market.
Therefore, different brands are distinguished from each other to make them attractive to a particular target market. This is aimed at gaining market advantage through brand appearance, contents, and other aspects of beer. The beer falls under high involvement category since it is a luxury product. Positioning refers to the position a business has selected to perform its marketing and business objectives. It is a business strategy aiming at achieving organizational goals such as increasing brand recognition, increasing sales, and advancing advertisement (Trout & Rivkin, 1996; Levi, 2007; Robert & David, 2009).
Bird, A. ( 2002). Retail industry. London: Routledge
Cherry, B. W, & Thuhang, T. (2007). Consumer Gifting Behaviors: One for You, One for Me? Services Marketing Quarterly, 29(2): 1-7.
Gaumer, C., & Seif, W. (2007). Social facilitation: Affect and Application in Consumer Buying Situations. Journal of Food Products Marketing, 22(7): 562-67.
Hill, J., & Harmon, K. (2007). Male Gender Role Beliefs, Coupon Use and Bargain Hunting, Academy of Marketing Studies Journal, 11(2): 107-121.
Jalan, S. (2011).Consumers’ perceived quality, perceived value, and perceived risk toward purchase decision, American Journal of Economics and Business Administration, 3 (1): 47-57
Matila, A. N., & Wirtz, J. ( 2008). The Role of Store Environmental Stimulation and social Factors on Impulse Purchasing, Journal of Service marketing, 22(7): 562-567.
Murray, P. N. (2013).How Emotions influence What we Buy, Retrieved from:
Levi, K. (2007). Differentiate or Diminish: The Art and Necessity of Business Positioning. New York : McGraw Hill.
Sarah, S. (2009). Dreamers: The Making of not Your Daughters Jeans. Readers Digest.
Perreau, F. (2013). Five Stages of Consumer Buying Decision Process. Retrieved from:
Robert, D., & David, C(2009). Hospitality Marketing Management, (5th Ed). New York: John Willey and Sons.
Stages in the Consumer Decision Making Process. (2008). Retrieved from:
Stephanie, R. (2009).Where Have All Shopper Gone? New York Times News Service.
Tanner, J. F., RayMond, M.A. (2013). Factors that Influence Consumers’ Buying Behavior, Retrieved from
Trout, J., & Rivkin, S.(1996). The New Positioning: The latest on the World of Business Strategy. New York: McGraw Hill.