The paper "External Factors Affecting Beer-Customer Decision-Making Process" is a perfect example of marketing coursework. Beer marketers influence consumers’ decision-making on whether or not to pay for particular beer brands. This will show whether the anticipated marketing methods have been sensible, successful, astute, or else imperfectly carried out and have not attained the intended goal. In order to develop marketing strategies that meet the consumer needs, desires and wants, beer marketers need to understand the ways beer consumers make decisions. This will enable them to lay down strategies that correspond to consumer purchasing decision-making.
A factor that influences consumer decision-making is internal and/or external factors. This paper will focus on external factors affecting the beer-customer decision-making process. These external factors include family; culture; subculture; husband-wife dynamics; social class; cross-cultural customer behavior; diffusion of innovations; use of innovativeness; ethics(deontological theories); and public policy. Introduction There are various brands of beer in the market and the marketers are experiencing a problem in selling their brands due to varying consumer behavior. To solve this problem, the marketers need to learn various external factors influencing consumer behavior by focusing on consumer behavior theories, that is, psychodynamic, behaviorist, cognitive and humanistic approaches.
Consumer decision-making is a process of making buying decisions by considering cognitive and emotional aspect such as family, impulse, advertisers, friends, moods, roles models, and circumstances that impact the buying (Jalan, 2011). Consumers generally follow consumer decision-making processes when buying different brands of beer. Consumer decision-making process entails the following stages: need recognition; information search; evaluation of alternatives; purchase; and post-purchase alternatives. Consumer Decision-Making Process Buying is a sole visible section of a complex decision process produced by beer consumers for every buying decision they make.
The whole purchase process; therefore, entails the following parts: Need recognition- It is the first and crucial step in the purchase process. There would be no purchase if there would be no need for doing so. Recognition occurs when there is a difference in the beer consumer’ s real situation and imaginary and desired one. For instance, the ability of the customer to be able to take Guinness brand every day (ideal situation); instead of going for Tusker (actual situation). Therefore, the customer has a purchasing behavior to buy Guinness beer, even if the price is a vital factor (Robert& David, 2009).
A space between the actual situation and the real situation may be as a result of three instances. The present situation is constant; whereas the ideal situation has changed (a friend informed you what you did not know about the beer). Also, an ideal situation is constant; though its actual situation has undergone a change (you are not interested in tusker beer). Lastly, the two situations have undergone a change. Additionally, the recognition of a beer ‘ need’ by a customer is triggered in various ways: 1.
Internal stimuli- Physiological desire of a person in the form of thirst, which contradicts external stimuli such as advertisement awareness, the smell of the beer, and so forth. 2. Classification by kinds of needs i. Social need- This is a need that is caused by a desire for incorporation and being in the right place or group in the social surroundings, or for social recognition.
Bird, A. ( 2002). Retail industry. London: Routledge
Consumer Behavior. (2013). viewed from: http://www. rohan.sdsu.edu/~renglish/370/notes/chapt05/
Cherry, B.W, & Thuhang,T. (2007). Consumer Gifting Behaviors: One for You, One for Me? Services Marketing quartery,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, viewed from:
Levi, K. (2007). Differentiate or Diminish: The Art and Necessity of Business Positioning. New York : MacGraw Hill.
Sarah, S. (2009, March 4).Dreamers: The Making of not Your Daughters Jeans. Readers Digest.
Perreau, F. (2013). Five Stages of Consumer Buying Decision Process. Retrieved from: http://theconsumerfactor.com/en/5-stages-consumer-buying-decision-process/
Robert, D., David, C(2009). Hospitality Marketing Mangement, 5 Ed. New York: John Willy and Sons.
Stages in the Consumer Decision Making Process (2008), viewed from: http://atlskillzmarket101.blogspot.com/2008/01/stages-in-consumer-decision-making.html
Stephanie, R. (2009).Where Have All Shopper Gone? New York Times New Service.
Tanner, J.F., & RayMond, M. A. (2013).Factors that Influence Consumers’ Buying Behavior, viewed from: catalog.flatworldknowledge.com/bookhub/reader/5229?e=fwk-133234-ch03_s01>
Trout, J., & Rivkin, S.(1996). The New Positioning: The latest on the World of Business Strategy. New York: McGraw Hill.