The paper "Consumer Behavior and Decision Making Process Issues" is a great example of marketing coursework. Every day, consumers are faced with the challenge of making decisions on whether to buy particular products or not. Some of the most widely used products in the country are cosmetic and beauty products. The growth trend of the cosmetic industry is very fast and according to Kumar et al. (p. 286), cosmetic products have high demands, with quality, innovative and fast-moving products in the market. Basically, the cosmetic products are beauty, cleaning, and attractiveness oriented, without changing the body structures or functions of an individual.
They enhance body features, change skin tones and colors; cleanse body parts among other aesthetic functions. This paper looks into the cosmetics services and the influences that different internal factors have on the demand for them. More than that, the paper examines how product selections are affected by consumer needs and other changing patterns of his/her wants. Through an intense analysis of these theories and concepts behind consumer behavior, marketing mix elements are discussed and applied in the case of the cosmetic industry in order to adopt some relevant conclusion in terms of consumer behavior internal factors. Consumer Behavior and Decision Making Process Consumer behavior, according to Schiffman and Kanuk (2007), is the displayed and non-displayed characteristic that a buyer shows, act upon, and finally make the decision upon through searching, purchasing, product evaluation, and consume a product that they perceive to satisfy their wants and needs.
In order to understand the prospects of consumer behavior, it is essential to comprehensively comprehend the purchase process of a consumer. This process of making the final decision to consume or purchase a product is not a one stage process that is made instantly but begins by realizing the need or want of the product or service in making certain satisfaction of the consumer.
According to Kotler& Keller (2009), the decision-making process begins with recognition (attraction) of the product. The consumer afterwards searches for the relevant information about the product, before making evaluation steps of alternative products that can also satisfy the same wants as the identified product. This is followed by the actual purchase and a final post purchase behavior whereby the consumer can either not use the product again or make repeat purchases. The decision to buy cosmetic products is often influenced by a number of factors that pertain to the individual consumer.
These are called ‘ internal Factors’ . They include consumer perception, personality and self-concepts, the consumer needs and motivation, consumer learning and involvement, as well as the consumer attitude development and change. There are also various theories and models that attempt to explain consumer behavior and decision-making process. These internal factors and theories of consumer decision making and behavior are discussed below. The most appropriate theory that attempts to explain the behavior of consumers of cosmetic products is the theory theorized by Fishbein and Ajzen (2005), which is normally known as the theory of reason action.
This theory stipulates that consumers evaluate potential consequences that may arise from their reasoned action before deciding to take the form of behavior in this case. Notably, an individual assumes that taking a certain approach concerning a product has some positive outcome. This is where the right attitude takes its course and thus the individual is more likely to behave in that direction.
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