Influences on a Consumers Buying Behavior †Myassignmenthelp.Com

Question: Discuss about the Influences on a Consumers Buying Behaviour? Answer: Introduction: Consumers purchasing decision is affected by a number of factors. These factors could be both internal as well as external factors that shapes the behaviour of a person and it compliment the way a person makes purchase decision. In the view point of Hameed and Soomro (2014), a good marketing strategy is the one that use a set of specific ideas and actions that comprises both internal and external factors that influences the consumers decisions. This part of the study is based on the previous study of consumer behaviour where two consumers who purchased iPhones were interviewed and their perspective was taken into consideration. An analysis of the internal and external factors that affect the consumers behaviour shall be carried on in this part of the study. On the basis of the analysis, certain proper marketing tactics shall be recommended as well. Explanation of the different internal influences on the consumers decision making process In the view point of Afzal and Khan (2015), consumer behaviour is a conceptual model and it cannot proper enough information to predict the actual reason behind a specific behaviour of a person. It is for the same reason certain factors are taken into consideration that actually assists in predicting the behaviour of the consumers. Attitude and lifestyle: As stated by Hande and Ghosh (2015), the most important internal factors that influence the purchasing decision of a consumer is the attitude and the life style of the individual. People like to maintain a life style that depends on their self concepts and the way their lives evokes the needs and desire of various things. It is when this particular need is encountered with the particular product, the purchase decision is triggered and the person makes the purchase irrespective of any other factor (Lawan and Zanna 2013). As it has been evident from the interview, similar situation has been observed. The first interviewee confirmed that the major reason behind purchasing the iPhone was the brand itself. The person did not opt for any other brand and stuck to the decision of purchasing iPhone. In this respect, it can be said that another important internal factor is the loyalty towards a particular brand. It is the perception of an individual towards the brand that makes binds the perso n towards the particular brand irrespective of any other factor (Durmaz 2014). It can be easily said that the person has good perception towards the Apple company that has made him purchase the iPhone without a single other thought. In addition to this, it can also be said that the person might have negative perception towards other brands like Samsung, LG and others. Personal need and motivation: Other important internal factors that affect the purchasing decision of an individual are personal need and motivation. As commented by Pappas (2016), the most substantial factor affecting the purchase decision is the personal needs of the person. It is based on the personal need of the person one gets influenced or motivated towards a particular product and makes positive approach towards the purchase decision (Haffar et al. 2016). For example, if one feels hunger, the person would look for a restaurant. However, the choice of the restaurant depends largely on the perception of the person. Similar approach was found among the respondents (Hameed and Soomro 2014). When it was asked that why they wanted to buy the iPhone, they commented that it was due to more memory, better camera options that they opted for iPhone and not any other. This clearly determines the needs and perspectives of the person over a particular product. In this respect, Jayakrishnan and Kumar (2015) commented tha t these internal factors and the perspectives of an individual remain clear to the marketers and this is the reason that the marketers often take the approach of presenting their products in a way that would eventually attract the consumers in a way that they would get inclined towards the particular product (Senthilkumar and Venkatesh 2017). An individuals psychology: According to the Maslows need theory, there is a concept of psychological needs as well that talk about the psychology of the people towards making a particular purchase (Haffar et al. 2016). The marketers need to analyse this psychology in order to frame their products in a way that would directly influence the purchaser. Other important factors that contribute towards the internal factors of purchasing decision are attitude and behaviour. A persons purchasing option depends on his attitude and behaviour. When a person remains exposed to the external world, his or her attitude and behaviour changes accordingly (Sharma 2014). It depends on the person with whom they stay or the places that they visit. One needs to maintain a particular status when it comes to disclosing self and this is the reason that they take extra initiative at the time of selecting a particular product. Explanation of the different external influences on the consumers decision making process As the internal influences are important at the time of purchase making decision, the external factors are also equally important when it comes to making purchase decision (Haffar et al. 2016). Some of the important external influences that directly contribute towards the purchase decision are cultural background of the person, segmentation of the groups of people and the target group of people as well. Cultural background: In the view point of Senthilkumar and Venkatesh (2017), ones purchase decision is largely depended on the factor from where the particular person belongs to. It has to be understood that the choice and taste of an individual differ from one culture to other. In addition to this, if a person belongs to a high culture or have high elite attitude, it is often found that the person always like to maintain the high attitude in life (Jayakrishnan and Kumar 2015). There is no doubt that the things that one possesses actually create an impression in the society. It is for the same reason, a person always likes to maintain that particular standard in the society and the same is reflected on the thing that the person purchases (Sen 2014). If the attitude of the interviewee is considered, it can be said that they are actually Asian origin and in order to maintain a particular attitude in the society, they are often found to make possession of costly things like iPhones. This creates a better im age of them in the society. This is the reason, people are often found to spend good amount of money on certain products because that would eventually create a high reputation of them in the society where they belong to (Haffar et al. 2016). This is one of the major external factors that influence the purchase decision of a person. Cost effectiveness of the product: In addition to this other external factors that largely influences the purchasing decision of a person is the cost of the product. When one makes any kind of purchase decision, one thing that comes in mind is the cost of the product. It is only when the price of the product is feasible for the person; the person takes the initiative to purchase the same. In this respect, Solomon et al. (2013) commented that people have their own perception towards the pricing factor of a particular object. Solomon et al. (2013) stated that people often consider that if a particular product is costlier than the other similar products available in the market; they assume that the product has something unique to offer and so they make the extra initiative and purchase the product irrespective of the extra amount of money that they actually have to pay (Haffar et al. 2016). This particular situation can be easily aligned with the iPhone purchasers. It has been evident that the interviewee had opted for t he iPhone because of its better memory capacity and the camera. When it was asked that they do really care about the price of the product; they said that they do not. This way it can be clearly stated that it was the product that they were looking for and the cost of the product did not bother them at all (Solomon 2014). Therefore, the purchase making decision was completely based on the unique characteristics of the product that were offered. Conclusion on the implication to marketing With the detailed analysis, it can be easily said that there are certain factors that shapes the purchasing decision of an individual. In order to reach out the target group of people in the most appropriate manner, it is important to consider those factors and carry out the marketing activities accordingly. Based on the findings, below is the summary of the influences and the tactics that the markets would consider at the time of targeting a market. Internal/External influences Marketing tactics to reach the target market Attitude and Life style (Internal influence) The marketing approach of the marketers should be focused on the factor that would signify their lifestyle. For example, if the target group is college student, the advertisement should focus on their life style and similar approach shall be taken for the professionals. However, attitude differs from person to person and influencing the same might be difficult for the marketers. Perception (Internal influence) In order to influence the perception of an individual, it is important to portray all the good qualities of the product to the consumers. Thus, at the time of marketing, the main features of the product should be highlighted making it different from the other available products. Culture (External influence) Culture varies from region to region. It is for the same reason, one particular advertisement or promotional technique cannot be used for all. It is recommended to carry out different promotional activities based on the culture of the people of a particular target group of people. Societal influence (External influence) The product that one possesses is directly related to the societal influence as well. In order to target the group based on the influence of the society, it is expected that the advertisement is framed in such a way that that directly creates a clear image of the society of the target group and thus, they can be easily influenced. Price of the product (External influence) Cost effectiveness is one of the competitive approaches that the marketers undertake in order to reach the right target group of people. Therefore, it is recommended that the marketers would undertake the cost or price of the product and make it effective enough to attract more consumers. Referances Afzal, S. and Khan, J.R., 2015. Impact of Online and Conventional Advertisement on Consumer Buying Behaviour of Branded Garments.Asian Journal of Management Sciences Education Vol,4, p.1. Durmaz, Y., 2014. The Influence of cultural factors on consumer buying behaviour and an application in Turkey.Global Journal of Management And Business Research,14(1). Haffar, M., Enongene, L.N., Hamdan, M. and Gbadamosi, G., 2016. 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