Impact of Influences on Consumer Behavior

RUNNING HEAD: CONSUMER BEHAVIOR 0
Impact of Influences
on Consumer
Behavior
Student’s Details-
10/13/2019

CONSUMER BEHAVIOR 1
Contents
Introduction......................................................................................................................................2
External Influences:.........................................................................................................................2
Group and Interpersonal Influence:.............................................................................................2
Situational Influences...................................................................................................................3
Culture and Subculture.................................................................................................................4
Internal Influences...........................................................................................................................5
Needs and Motives.......................................................................................................................5
Perception.....................................................................................................................................6
Learning.......................................................................................................................................6
Marketing Strategy..........................................................................................................................7
Product.........................................................................................................................................7
Price.............................................................................................................................................7
Place.............................................................................................................................................7
Promotion.....................................................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

CONSUMER BEHAVIOR 2
Introduction
Consumer behavior is that study which is concerned with the understanding of the expectations,
preferences, lifestyle, values, beliefs and behaviors of the customers in order to produce the
products that satisfy their needs (De Mooij 2019). However, there are various influences that
affect their buying behaviors and also impact the frequency of purchase. The influences can be
external and internal that can affect that can ultimately affect buying patterns of the customers
and the recognition of these buying behaviors can be an effective approach for the company
(Rani 2014). The report is being prepared on the impact of external and internal influences on
the behavior of the customers on the chosen brand which is the Ford Ranger Raptor Truck which
is the newly launched car of Ford company ideal for the off road racing. The report will discuss
the external influences such as the reference groups that have interpersonal influence upon the
customers that are being targeted by the company. Also, the report is being discussing the
situational influences onto the consumer behavior. Schwartz ten core values are also being
illustrated to identify the impact of cultural influences. Further, an analysis of needs, motives and
perception of the customers is being identified along with the learning theory like reasoning
versus operant conditioning. Lastly, recommendation is given along with the marketing strategy
being used by the Ford.
External Influences:
External influences are individualistic and are the factors or the groups that the individual
interacts on the daily basis which have huge impact upon the buying patterns of the consumers
(Khalil & Raza 2018). Similarly, the customers of Ford Ranger Raptor Truck can be affected
by the external influence as the cars of the company is usually preferred by the people with
enhanced lifestyle and hence the reference groups, situational influences and culture of the
customers can affect the sales of Ford company.
Group and Interpersonal Influence:
Reference group affect the attitude and behavior of the customers that will actually make the
purchase of the product. Reference groups have group and interpersonal influence that have
impact upon the attitude and behavior of the customer (Fernandes & Panda 2018). Family

CONSUMER BEHAVIOR 3
and close friends are the primary reference groups as the individual interacts frequently with
them on daily basis. These reference groups can significantly impact the attitude of the
individual as the perception of one individual can affect the preferences of the entire family.
Similarly, the cars of Ford Company are preferred by the customers that are being influenced by
the reference groups or the opinions that they receive after the interpersonal or the group
interactions. Moreover, when a person decides to purchase the car then the buying decision may
be impacted by the references and interpersonal interactions which can even lead to change into
the brands due to trust upon the family members.
Further, colleagues, classmates and neighbors are the secondary reference groups that can
influence the buying behavior of the customers. Individuals interact little with these reference
groups but there is huge impact of these references (Zhang, Li & Burke 2018). Similarly, the
customers of Ford Raptor are influenced by the attitude of secondary reference groups. When
any purchase is made by the peers then it not persuades them to buy the car. Any views of the
friends matters a lot to the customers and their purchasing behavior.
Situational Influences
There are various situational factors that can have impact on the consumer behavior. It involves
the decision making of the customer that can lead the customer to either buy the product or my
lead to a situation where customer does not buy anything at all (Atulkar & Kesari 2018).
Similarly, Ford Raptor Truck as the product of Ford has to deal with the situational factors which
are certainly based upon the buyer’s mood. There are factors are included into the situational
preferences of the customers of Ford Raptor and are discussed as above:
 Physical Factors: These factors include the location of the stores, geographical area and
the physical environment of the store that influences the buying decision of customers
(Sun & Yazdanifard 2015). As far as Ford Ranger Raptor is concerned, the physical
environment of the showroom may affect the customer’s decision as it is observed that
the customers who have enhanced lifestyle demand higher hospitality.
 Social Factors: Social factors pertaining to the customers can highly affect the purchase
of Ford Raptor as the people who have outdoor thrill-seeking lifestyle usually buy the