Internal Influences and Consumer Decision Process

1633 Words Apr 24th, 2011 7 Pages
Internal Influences and Consumer Decision Process
Consumers’ Purchase Decision: Motivation
Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs (Peter & Donnelly, 2004). The behavioral aspect of consumer motivation concerns the actions someone takes before purchasing and consuming goods or services. A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection. Consumer might decide to buy something based on which goods or services most
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How the benefits of a product feel to consumers is actually the key. Based on neurobiological evidences that emotional reactions are 80% faster than cognitively filtered reactions to brand-related stimuli, successful marketers understand that emotions are more significant than thought. Our brain consists of three separate brains, the original sensory brain, an emotional brain, and a rational brain - a very late addition in evolutionary terms - from which verbal abilities stem. The emotional brain is reported to send 10 times the amount of data to the rational brain that it receives in return. After all we are rational beings and make our final decisions based on facts and logic. Where we use our emotions to make decisions, we justify them with logic. The heart has to be touched first, before the facts are presented.
Consumers’ Purchase Decision: Lifestyle
Consumer life-styles and purchasing behaviors have been always a great interest to marketers. The knowledge of consumer behavior helps the marketer to understand how consumers think, feel and select from alternatives like products, brands and the like and how the consumers are influenced by their environment, the reference groups, family, and salespersons and so on (Peter & Donnelly, 2004). Life-styles are not held to the same degree by everyone. The identification of life-styles could have important implications for marketing strategy decisions. Another important…