Internal and External Influence of Buyer Behaviour
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This article discusses the internal and external factors that influence buyer behaviour. It covers topics such as perception, motivation, learning, culture, social class, and reference groups. The article also explains the decision-making process of consumers and the role of family and friends in it.
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Running head: INTERNAL AND EXTERNAL INFLUENCE OF BUYER BEHAVIOR Internal and External Influence of Buyer Behaviour Name of the Student: Name of the University: Author note:
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2INTERNAL AND EXTERNAL INFLUENCE OF BUYER BEHAVIOR 2.1 Internal influence of buyer behaviour The internal influence of the customers basically comes from their own lifestyle and the way they perceive things. The termperceptionscan be referred to as the process through which a person selects, organises and interprets the stimuli in a coherent as well as meaningful picture of the world (Rumelhart 2017). It could also be descried as how a person see the world around him. These includes their own personal thoughts, feelings, attitudes, memory and motivation. The personality of a person related to the perceived personal features and characteristics which are continuously displayed, particularly when a person acts in the presence of others. In many cases, the behaviour that a man projects in any situation is alike to the behaviours that he exhibits in any other situations. For the businesses it is therefore very important to now that the customers make purchase decisions for supporting their self-concept. Furthermore,motivationrefers to the desire of a person to achieve or to attain certain outcomes. When it comes to the question of buying something, the motivation of customers are likely to get affected through issues like financial positions, time constraints and perceived risks. The customers who are highly motivated would want to get both physically and mentally engaged in the process of purchasing. Furthermore, learning could be regarded as a relatively change that is permanent in the behaviour taking place as a result of the experience. From the perspective of marketing, the concept of consumer learning could be thought of as a method through which people gathers the consumption and purchase knowledge as well as the experience which they apply to the future related behaviour. The process of consumerlearningcontinuously evolves as well as changes as an outcome of the recently or newly gathered knowledge (Mahr, Lievens and Blazevic 2014). Both their personality experience as well as acquired knowledge serve as the feedback to the customers and supply them the basis for their future behaviour in alike situations. According to the
3INTERNAL AND EXTERNAL INFLUENCE OF BUYER BEHAVIOR learning theories, the main elements of learning are reinforcements, response, cues and motivations. 2.2 External influence of buyer behaviour The attitudes, opinions and beliefs of a person are shaped with his or her culture. The cultureof a person gratifies his different emotional needs and because of this they attempt to save their beliefs and cultural values. Such a cultural protection is displayed in the behaviour of the individuals as consumers. Culture has the potential to develop the need of a consumer and could also affect the indulgence of that needs. As part of the efforts of the marketers to convince the consumers to buy their products and services, they often make use of cultural representations, particularly in a promotional appeals. This way culture shapes the way the buyers fulfil their needs. In context to thedemographicssegmentation, the consumers could be segmented depending on the factors such as income, gender, age and the level of education (Chen, Liu and Chang 2013). Family and friends also play a very important role in the purchase decision making process of the customers. They are one of the primary players in influencing their buying behaviour. Family is also considered to be the most vital reference group and is also the most basic consumption unit for most of the consumer goods and services. This is because of the fact that family provides economic wellbeing and emotional support to an individual. They are the one who provides a suitable life style to them right from their birth. With the same, it is family that provides moral and ethnic values and social relationships along with interpersonal skills to them. Furthermore, thesocial classtoo has a significant part to play in this context. Social stratification is prevailing in all the societies throughout the history of the man. Thestatusor social class of the buyers refers to their standing or position in the society. The status of the buyers is determined by several factors such as their income, occupation and education. The
4INTERNAL AND EXTERNAL INFLUENCE OF BUYER BEHAVIOR status of a person is often calculated or measured on the basis of their prestige, power and relative wealth. It is defined as the division of the members of a society into several different categories in the form of a hierarchy so that the members of every class have relatively the similar status and the other members belonging from other different classes have either less or more status. The status of a man is categorised under upper class, middle class, working class and lower class (Savage et al. 2013). The upper class usually have good taste and graceful life style. They tend to purchase the products based on the quality merchandise. They purchasing tendencies include of expensive hobbies and recreations, arts, travel and different expensive equipment to show case their high status in the society. The middle class tend to purchase the products that are in fashion and are related to self-presentation.The working class on the other hand purchase the products which includes food items, sporting equipment, and newest appliances. Lastly, the lower class people are the ones who have very close family relationships and are not interested in the world affairs at all. They are neighbourhood oriented and their purchasing tendencies include the items that are readily available and status symbols. With the same, groups to which the customers belongs too influences their buying behaviour. They share certain features and characteristics that have the ability to affect the purchase decisions. Such groups often contains an opinion leader who has the major influence on the purchasing decision. Some of these basic groups include that of the family, social class and reference groups. The decision making process of the consumers are very complex and that involves five stages right from the need recognition, information search, evaluation of the alternatives, purchase making and post purchase evaluation (Alfred 2013). The perception of a customer’s determines his need to buy a particular product and then comes the period of motivation that motivates them to decide of giving it a try. It can also be the forcefulness or the need of the family members that a customer thinks of making a product purchase. Thereafter comes the
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5INTERNAL AND EXTERNAL INFLUENCE OF BUYER BEHAVIOR question of what to choose from such a wide range of options. Here, the perception of the family members and friends or say the demographics, plays a very important role. It is from the experience and perception of the society and the family that a customer choose a particular product to buy from different alternatives. After making an evaluation, a customer then finally makes a purchase.
6INTERNAL AND EXTERNAL INFLUENCE OF BUYER BEHAVIOR References: Alfred, O., 2013. Influences of price and quality on consumer purchase of mobile phone in the kumasi metropolis In Ghana a comparative study.European Journal of Business and Management,5(1), pp.179-198. Chen, K.H., Liu, H.H. and Chang, F.H., 2013. Essential customer service factors and the segmentationofoldervisitorswithinwellnesstourismbasedonhotsprings hotels.International Journal of Hospitality Management,35, pp.122-132. Mahr, D., Lievens, A. and Blazevic, V., 2014. The value of customer cocreated knowledge during the innovation process.Journal of Product Innovation Management,31(3), pp.599- 615. Rumelhart,D.E.,2017.Schemata:TheBuildingBlocks.Theoreticalissuesinreading comprehension: Perspectives from cognitive psychology, linguistics, artificial intelligence and education,11, p.33. Savage, M., Devine, F., Cunningham, N., Taylor, M., Li, Y., Hjellbrekke, J., Le Roux, B., Friedman, S. and Miles, A., 2013. A new model of social class? Findings from the BBC’s Great British Class Survey experiment.Sociology,47(2), pp.219-250.