Consumer Behavior Report: Internal Influences and Music Streaming

This report delves into the internal influences that shape consumer behavior, specifically examining the trend of music streaming over owning physical copies like CDs or digital downloads. It explores the psychological factors, including consumer attitudes, thought processes, and lifestyles, that drive this shift. The report highlights the significance of personal needs, demands, and feelings in influencing buyer decisions, using examples like the choice between dining at a hotel or home. It analyzes how companies like Spotify can understand and cater to consumer needs, offering multiple song selections without requiring downloads. Furthermore, it discusses the impact of consumer attitudes towards products, emphasizing the importance of positive brand image and how negative perceptions can affect purchasing decisions. The report concludes by referencing several academic sources that support these findings, providing a comprehensive overview of the internal influences on buyer behavior in the context of the music industry.

Buyer Behaviour
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Contents
Internal influences:..........................................................................................................................3
Personal needs:................................................................................................................................3
Attitudes:..........................................................................................................................................4
References........................................................................................................................................5
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Internal influences:
Look at the internal influences that are making people stream music instead of owning it
on CD/ iTunes etc. the internal influences comes from the consumer attitude, thought process
and life style that they want to looking for. So the different person have different life style and
its change by one generation to other. So this case, the people are choosing stream music in stand
of owing to it on CD or iTunes. These are consumers gain personal ideas, feeling, attraction,
motive, useful through, life style, self-concepts etc. these kinds of internal influences also known
as psychological influences. The internal influences depends on various factor such as consumer
interaction with the life style around them, feeling for product, unique collection, test and
examination of information. It developed from the consumer thoughts and beliefs and take
serious action. Numbers of factors affect for the internal influence which concern about buyer
behavior (Dholakia and et.al., 2010).
Personal needs:
The most important internal influence affects consumer buyer behaviors is personal
needs, demands and feelings. The consumer demands can be explain by the difference between
current or existing product and require product for consumer. The personal need induce from
specific motive and it is an area that encourage consumer to satisfy their particular demand. This
can be demonstrate through example. For example, a person want to lunch with quality of hotel
as well as home. The both demands cannot satisfied at same time, it is difficult to seller
(Morrison and et.al., 2011).
By putting these kinds of demand and needs of the consumers, Spotify sellers can looking for
their consumer behavior and determination about the multiple selection of song without
download from internet source. By understanding consumer demands is critical to direct fulfill or
unfulfilled for product selling point of view. So, every consumer have different demand and
different purpose to fulfill their demand (Wang, Wang and Archer, 2018). For example, a
collegian boy buy iPhone for entertainment whereas a business person purchase same product for
business application. So different person have different requirement for same product. That
needs depends on the use and psychological demand before by from marker. Different demands
provide opportunities to launch new product which can satisfied both needs.
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Attitudes:
The internal influence may affects consumers buying behaviors is their attitude towards
the product. Attitude related to what is feeling or thinking about the product. It is always
reflected in the persons. For the seller point of view, it is difficult to form product with different
attitude. If buyer has some negative image towards the specific product, it is difficult to change
or alter by seller.
Attitude suggest to seller about their consumer interest and how they manage in the overall
market point of view. The attitudes towards the streaming music is considerable demanding
compare to local installed or CD/DVD music system (Chu and Lu, 2007). The Spotify needs
to maintain in modern generation about this system. Whereas consumer are visible with specific
group or figure. That can be highlighted through advertisement and collective information they
need from the product. However, through this significant feature, if consume observe some
conflict about the product than they attitude will be change. This affect lot for the seller in order
to sell product to the specific group. For this case, youngster and collegian likes to purchase
these kind service and if negative image create then entire group will refuse to buy (Childers and
et.al., 2001).
The attitudes of the consumers are observe as they are form with their personal experiences and
every good point as they are influenced by thinking and suitable personality. A good person have
good attitudes and that influence to their group circle. It also include household person and
connection of entire group. Developing the positive image is crucial to act upon the consumer
attitude.
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References
Dholakia, U. M., & et.al. (2010). Consumer behavior in a multichannel, multimedia retailing
environment. Journal of Interactive Marketing, 24(2), 86-95.
Morrison, M., & et.al. (2011). In-store music and aroma influences on shopper behavior and
satisfaction. Journal of Business Research, 64(6), 558-564.
Childers, T. L., & et.al. (2001). Hedonic and utilitarian motivations for online retail shopping
behavior. Journal of retailing, 77(4), 511-535.
Wang, S., Wang, Y., & Archer, N. (2018). The co-evolution of IT competence, organisational
agility and entrepreneurial action: a case study of entrepreneurial e-tailers. International
Journal of Networking and Virtual Organisations, 18(1), 1-29.
Chu, C. W., & Lu, H. P. (2007). Factors influencing online music purchase intention in Taiwan:
An empirical study based on the value-intention framework. Internet Research, 17(2),
139-155. https://www.emeraldinsight.com/doi/abs/10.1108/10662240710737004
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