Consumer Behaviour and Its Impact on Decision Making Process

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
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1CONSUMER BEHAVIOUR
Table of Contents
Introduction......................................................................................................................................2
Internal influence of consumer decision-making process...............................................................2
External influence of consumer decision-making process..............................................................5
Target market...................................................................................................................................6
Conclusion.......................................................................................................................................6
References........................................................................................................................................9

2CONSUMER BEHAVIOUR
Introduction
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).
Internal influence of consumer decision-making process
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.

3CONSUMER BEHAVIOUR
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.
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