Understanding Consumer Behaviour And Its Impact On Business

Internal Influences on Consumer Behaviour

Discuss about the qualitative data of a product’s target market, to gain an in-depth understanding of how a consumer goes through each stage of their decision-making process.

Consumer behaviour is an action that underlines the motive of the customer, individual, and groups to identify their need that satisfies them most. The understanding and perception of people are different and that helps to provide the better market for all business cases. The entire discussion is all about the consumer behaviour and their nature to have those products for the server market. The advertisement is the main medium that impacted on customer and penetrates in their mind to have this product. The basic consumerism based on the media and promotion of a product. The service of personal and people needs the main factor and sometimes it depends on the demographical of sociological interference (Solomon, Russell-Bennett and Previte 2012). According to Mansard, Blackwell and Engel, the consumer behaviour evaluates the action or the allow people to purchase goods for their own consumption. The desire of having the good is the main aspect of this and that reflected through customer behaviour and their effective decision making cases. The decision-making process has some steps and all these steps are highlighting the nature of the customers and evaluate that what are the factors influence them to choose that product (Akehurst, Afonso and Martins Gonçalves 2012).

The effect of consumer behaviour influences on the business and it completely depends on personal decision making cases. In most of the cases, the personal attitude, motivation, lifestyle and learning and scope of buying some product are the main concern of business. The internal process influences decision making and that can change the market orientation also in case of decision-making cases.

The first internal influence is personality. The factor of personality depends on the need of the people and their perception of the product. The culture of the product along with the situation of the person depends on that fact (Aguirre-Rodriguez, Bosnjak and Sirgy 2012). The personality is influencing own vision and that reflects that reflects the purchase decision for the consumer. The need for consumer and the market structure of the product is the main aspect of that. The quality and cost-effective mannerism are important in that case as two televisions like Samsung and Panasonic both have a separate target market and that experienced by the customer also.

External Influences on Consumer Behaviour

The change in lifestyle is the concerning aspect in that case. The aspects are relevant enough a change in lifestyle will also be directed to change in the product. The value of the engagement is important in that case and that is the reason most of the consumers habituated by their lifestyle. If a product is being used by the customers for long then they cannot leave the product and this is the impact of lifestyle (Song et al. 2012). Companies segregate their target market in different places and segregate those products also as per the economic condition of the customers. The need of the customer and their economic condition is the main concern for this internal influences and lifestyle change is the concerning aspect from that. The incident of having the television is the basic identification of this process. The purchase of Samsung 4K TV is from a reputed shop signifies the purchasing power of the person. On the other hand, online marketing and buying a TV from the review analysis is important and in that case, the importance of review and ratings are important for the perception and decision making process.

Motivation relates to the desire of having the product. The craving of product and the brand name impacted over it. People financial position and the amount they can spend on the products is also important in that case (Cui, Lui and Guo 2012). The marketing implementation is necessary in that case as the company needs to make greater involvement and delivering trust over the product and people wants to buy those from the previous experiences they find. The situation is important as the need differs from person to person. If the situation demands more then it will be a high demand situation and person buying ability is judged by the situation. The case of TV is the same here as the person bought that Samsung TV, as the earlier TV, was not working and that will be the reason for the new TV. The exchange matter is justified here and as per the quality, Samsung is one of the top brands so the direction of choose will be a relying one.

The roles are like feeling to have the good and in case of supporting role the process is important for the consumers. The benefit of having good culture and interest in marketing is the main concern of this process and people bought products from their past experiences and that is basic human nature. The trust over the products justifies if most of the people are delivering the same feedback and that validate the right decisions and the only people have this product. The decision-making process is easier in that section as the adamant of lifestyle is different for each people (Gössling et al. 2012). Costly products are far better than cheap products and by formulated by this thought some people choose that costly one and that is the reason internal perception works over there.

The Importance of Marketing Implication

These are the internal influences that impacted on the consumer decision making cases. In most, for the time people are in dilemma that which brand is good and what the possible chances to have this product are and use it for a long time. Recognition of good product and having this product for own consumption is important.

The most important external influence on consumer decision making is the purchase situation and the situation is not controlled by anyone. The major chances of having the better decision are the self-evaluation. However, the decision making is influenced by the external influences, some people talk about the product and consumer getting trust over this. This is the major contradiction people fell between this and this is the most influencing process to buy the product. The entire physical environment is liable for having the product and concept of internet market is crucial in that segment (Vahlne and Johanson 2017). The problem situation is the most important section that using the market segmentation and also help in the business market. The buyers will find something new and interesting in this product and they will suggest some other people use that and the enhancement of the market will spread in that case.

Evaluation of alternative is the concerning aspect that evolves as the external influence and that is the reason most of the people confusing about the fact. The in-depth analysis of the fact is noteworthy as people have so much option for the same product. The price range of, as well as the quality, will be different in most of the cases and that is the reason organizations are doing the competition for that to deliver more cheap price product but have most of the quality persisted in that product. Product choice and purchase is the concern external factor that depends on the views of different people and that is the reason product choice and purchase capability is the concerning aspect of people (Lysonski and Durvasula 2013). The price range, affordability and financial structure of the nation are important in that case. In case of TV, the usage of the TV and the importance of product evaluation is the major factor in this process. 

Post-purchase behaviour is another external factor the influences buyer’s mind after purchasing the product (Orquin and Loose 2013). After purchasing the product, the huge expectation has come as the global competition is persisted in the case.  After selection the product, product availability and listed market price of the product important. The involvement with the product is important in that case and that is the concerning aspect of having the product.

Conclusion

The target market is completely different for each of the products. The product enhancement and marketing of those products are depending on the need of the customer, financial condition, the importance of brand name, retail habituated selling, customers perception and demographic and socio-cultural need of the people. The target market has been set by aligning all the section. The product culture of buying from shop identifies the need and urgency and product sustainability case. On the other hand, the person bought product form online, rather from online sale and that signifies the less amount of product sustainable issue persisted in the mind, rather have an extra product in-house, the application has been done and this is the concerning aspect of having such cheap product for long (Cohen, Prayag and Moital 2014). In long-term care, where target market segmentation is appropriately differentiated between these two classes, more effective marketing and behavioural change are important in that case. The process segmentation is important as consumer decision is important in that case and segmented consumer helps product manufacturer also.

Conclusion

Therefore it can be concluded that consumer behaviour is important for product engagement with people. The choice of people and their product buying mannerism is depending on some of the independent factors and that influences the positivity of customer choice and selection. The product cost, brand name, warranty, rating, reviews, and aesthetics and lifestyle factor is the concerning aspect of business and that is the concern matter that encourages the business analysis process and that helps in company marketing scenario. 

Process	Marketing implication
Internal influences	The internal influences effects on the lifestyle, motivation, self-desire and own perception in most of the cases. The reason behind the situation is the marketing implication of product and the promotional effect of products. In most of the cases, the appealing advertisements are doing the trick and that is the reason people are getting attracted by the scenario and that is the reason most of the people choose their brand from the advertisements. The quality analysis and price-product ration are evaluated in that situation and that is the concerning aspect of the scenario.
External influences	The external influences are completely depending on the purchase evaluation and post-purchase structure of the organization. The influence from others, the suggestion from external means and their brand use is the concerning aspect of this process and in most of the cases, people follow the same path of brand production. The price, quality, and all the parameters are evaluated by some other in that case and that helps in that process in decision-making statement. This is the importance of this process to ensure the best price for customers and to suggest them through the promotional activities.

Table 1: Internal and External Influences and Implications

(Source: Created by Author)

References

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