Internal Factors That Influence Consumer Behavior

Understanding consumer behaviour is essential to succeed in business. As Solomon et al. (2013) stresses, businesses exist to satisfy consumer’s needs. By identifying and understanding the factors that influences their customers, firms have the opportunity to develop a more efficient strategy, marketing message and advertising campaigns that is more in line with the needs and ways of thinking of their target consumers (Perreau, 2015).

Offer- An offer is a proposal involving one of the parties offering something of value to the other party in the agreement. Both parties are allowed to reject the offer. For example, buying a second-hand car, a person interested in buying the car makes an oral offer of $16,000.

When making a consumer decision-making there are several influences that can affect, motivation, attitude, lifestyles, learning, and perception. A person behavior is a key point since it shows the person within their cycle. As we change daily as family our cycle changes as well. In the US, we have different socials classes, and each of them shows different values, behavior, and way of seen life in

In today’s world of various products and services, businesses aim to excel and lead the competition by marketing the most number of consumers, which is a full time endeavor of business. To survive in the market, a firm or an organization has to be constantly innovating and understand the latest consumer trends and tastes. Marketers need to understand consumer behavior because the decision-making process for consumers is anything but straight forward. Consumers’ behaviors and their purchasing patterns is a huge advantage to understanding the way customers think and the reason for their purchases. Therefore, the study of consumer behavior is important because it allows the

Marketing communication depends on a set of choices that are called promotional mix. They are advertising, sales promotion, public relations, direct marketing, and personal selling. Through this combination of promotional mix, the main psychological concepts are critical. For example, in people variables, the opinion of consumers and their attitudes are utilized to communicate consumers the kind of product being launched. It tells customers that the product has been designed with their preference and likings in mind. While in the situation variable, the focus is the method the product is advertised, how, when and where. Also part of the message is to offer sales promotions, discount coupons, and to showcase the product in the best appealing way for persuading consumers to buy it. Marketing communication also builds and reinforces connections with customers, and potential customers, merchants, and other key stakeholders, which would fall in the person by situation interaction concept.

Consumer behavior is the most important factor which we need to concentrate. The more we understand this factor the more success for our business. In our case, we focus on the following elements:

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

Studies in consumer behavior focus on consumer psychology to determine how people reason, feel and think; and choose between alternative products, brands and sellers (Gummesson, 2012). While consumers purchasing decisions are often influenced by culture, family and environmental factors, consumer knowledge is of great significance in informing decisions and in making actual purchases (Gummesson, 2015). The Consumer

To start, marketers have to understand how the market where their consumers buy works and is influenced. The behavioral pattern of consumers is referred to as consumer buyer behavior, and all of these consumers combined forms the consumer marker. When marketers are studying the consumer market, it should be noted that they’re not only looking at what consumers are purchasing, but why they are purchasing, and how (or how much) they are purchasing. To understand why consumers purchase goods, marketers tend to look towards what factors could possibly influence consumers to buy. These factors could be cultural, social, personal, and/or psychological, but they all play into how and why consumers buy products, and through analysis, marketers can understand what kind of person responds to certain kinds of products and marketing strategies.

Consumers are influenced strongly by cultural , social, personal and psychological characteristics. Most of the marketers cannot control such factors but they must take them into account .

Internal influence and external influence are the two main factors that contribute to the study in how individuals, groups buy, use and dispose of goods and services. Each of them consists of the varieties of factors affecting consumers in different aspects. Among these factors, reference group has been chosen to become the main topic of this research in order to define and analyse how it influences in consumers purchase decision. The research will focus on the informational influence which is one of the important categories in reference groups to explain in depth how marketers use it to recognize and satisfy consumers’ needs and wants. Having the knowledge of informational influence will help people, especially marketers understand why some particular groups behave as they do.

There are certain factors that influence how buyers react to various advertisements of different companies. We may call this consumer behavior. For a company to thrive, it is important to study and know the factors and variables that influence the behavior of the buying public. How important is an advertisement? Why would a consumer choose a product or a brand over another? What could be the contents of an advertisement that will motivate the consumers?

In the current state of understanding consumer behaviour attitudes are core concept in gaining knowledge of people’s personalities, behaviour and choices they make. In other words answering the question - “Why do people do what they do?” Along with beliefs and identity they are main factor impacting on individual’s life since everyday choices are made embracing a certain attitude. Unless marketers try to define and pay attention to the psychological need which is encountered by the holding of an attitude they are in a poor position to predict when and how it will change. (Daniel Katz, 1960) This essay will specify the

Consumer Behavior can be described in many ways. How does one describe it and just what affect does it have potentially on a community? One can imagine the positive or adverse effects it may have personally or with consumers, however, marketers know that value is the key in order to reach consumers. Our textbook provided the following focus; it states; “This chapter focuses on precisely how the value a consumer obtains from a purchase or consumption act varies based on the context in which the act takes place. Situational influences are the team that captures these contextual effects…” (Babin/Harris, Page 227)

The value of studying the consumer behavior is that it gives vital information to an organization for designing an effective marketing strategy. The way a consumer thinks, perceives, decides and is influenced is important in designing of promotional campaigns for any product.