LP4 Assignment: : Internal Influences on Consumer Behavior The decision-making p
ID: 410645 • Letter: L
Question
LP4 Assignment: : Internal Influences on Consumer Behavior
The decision-making process for consumers is anything but straightforward. There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. However, marketers are well served to understand the KEY influences. By doing so they may be in a position to tailor their marketing efforts to take advantage of these influences in a way that will satisfy the consumer and the marketer (remember this is a key part of the definition of marketing).
Directions: Write a 2-3 page paper describing the internal influences on consumer behavior. Be sure to discuss the process of perception as related to consumer behavior and the relationship of perception to marketing strategy. Also, address the impact of emotion in marketing and associate motivation to the consumer decision-making process. Use the APA 6th edition formatting guidelines below.
Your paper must follow these APA 6th edition formatting guidelines:
Double-spaced
12 point Times (Times New Roman) font
1-inch margins
Include a title page and a reference page (title and reference pages will not count in page total)
Use at least two scholarly sources, properly cited reference materials
Writing is clear and easy to read and uses proper spelling, grammar, and punctuation.
Explanation / Answer
Ans: Consumer Behaviour is the process whereby individuals decise what,when ,where, how and from whom to purchase goods and service.
The buying behaviour of consumers are influenced by number of internal factors:
1. Motive:A need becomes a motive and can be defined as a drive or an urge for which an individual seeks satisfaction.It becomes a buying motive when the individual seeks satisfaction through the purchase of something. It is an inner urge (or need) that moves a person to take purchase action to satisfy two kinds of wants viz. core wants and secondary wants. for e.g specs. core want: protection to eyes and secondary want: should look stylish. There can be type of need like biogenic(arising from physiological state of tension such as thirst,hunger) and psychogenic needs arising out of state of tension such as need of recognition,self esteem.
2.Perception:It means gathering information through our senses which are seeing, hearing, touching, tasting, smelling and sensing. Elements of perception:
a.Sensation:It is immediate and direct response to sensory organs includes product,packaging,brand names
b.Absolute threshold:lowest level at which an individual can experience sensation (100gm,200gm) .person is able to differentiate between things.
c.Subliminal perception:stimuli is too weak to be consciously seen or heard. (object seen by eye then pass on to the brain and brain approaches the hand)
3. Attitude: It is the way we thinks,feel,and act towards some aspect of our environment. By keeping in touch with changing consumer attitudes marketers are better able to appeal to consumers through their marketing messages and appeal.
4.Learning: It means permanent change in behaviour occuring as a result of experience. From a marketing perspective it is a process by which an individual acquires the purchase and consumption knowledge and experience that they apply to future related behaviour.
5.Personality: It is a psychological characteristics that determines how a person responds to his/her environment.Marketer can look for siilar personality traits in differenr consumer and can be grouped together based on identical personality.e.g.product personality includes stylish,sporty,manly etc..
6. Involvement: It consist of difference in the intensity of interest of which consumer approach their dealings with the market place. It can vary in individuals depending om different situation. It can be in a routinised response in which we buy things as a routine or low involvement decisions such products are not bought everyday but after a specif period of time or High involvement decision these products are bought once in a life time and involves huge risk and high involvement in decision making.
research has shown consumer behaviour difficult to predict even for the experts in the field.
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