A Report on Understanding Influences on Consumer Buying Behavior

This report analyzes the internal and external influences on consumer buying behavior, focusing on the decision-making process. It examines factors such as personality, lifestyle, motivation, and external situations that affect consumer choices. The report also discusses the target market and how understanding these influences can help businesses with their marketing strategies. By examining consumer behavior, businesses can better tailor their products and marketing efforts to meet the needs and preferences of their target audience. The study uses qualitative data, including interviews with consumers who recently purchased a television, to provide a deeper understanding of the consumer decision-making process. Desklib provides access to this report and other student-contributed assignments to aid in academic studies.

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the Student
Name of the University
Author Note

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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

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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.

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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

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is necessary in that case as the company needs to make greater involvement and delivering trust
over the product and people wants to buy those from the previous experiences they find. The
situation is important as the need differs from person to person. If the situation demands more
then it will be a high demand situation and person buying ability is judged by the situation. The
case of TV is the same here as the person bought that Samsung TV, as the earlier TV, was not
working and that will be the reason for the new TV. The exchange matter is justified here and as
per the quality, Samsung is one of the top brands so the direction of choose will be a relying one.
The roles are like feeling to have the good and in case of supporting role the process is
important for the consumers. The benefit of having good culture and interest in marketing is the
main concern of this process and people bought products from their past experiences and that is
basic human nature. The trust over the products justifies if most of the people are delivering the
same feedback and that validate the right decisions and the only people have this product. The
decision-making process is easier in that section as the adamant of lifestyle is different for each
people (Gössling et al. 2012). Costly products are far better than cheap products and by
formulated by this thought some people choose that costly one and that is the reason internal
perception works over there.
These are the internal influences that impacted on the consumer decision making cases.
In most, for the time people are in dilemma that which brand is good and what the possible
chances to have this product are and use it for a long time. Recognition of good product and
having this product for own consumption is important.

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External influence of consumer decision-making process
The most important external influence on consumer decision making is the purchase
situation and the situation is not controlled by anyone. The major chances of having the better
decision are the self-evaluation. However, the decision making is influenced by the external
influences, some people talk about the product and consumer getting trust over this. This is the
major contradiction people fell between this and this is the most influencing process to buy the
product. The entire physical environment is liable for having the product and concept of internet
market is crucial in that segment (Vahlne and Johanson 2017). The problem situation is the most
important section that using the market segmentation and also help in the business market. The
buyers will find something new and interesting in this product and they will suggest some other
people use that and the enhancement of the market will spread in that case.
Evaluation of alternative is the concerning aspect that evolves as the external influence
and that is the reason most of the people confusing about the fact. The in-depth analysis of the
fact is noteworthy as people have so much option for the same product. The price range of, as
well as the quality, will be different in most of the cases and that is the reason organizations are
doing the competition for that to deliver more cheap price product but have most of the quality
persisted in that product. Product choice and purchase is the concern external factor that depends
on the views of different people and that is the reason product choice and purchase capability is
the concerning aspect of people (Lysonski and Durvasula 2013). The price range, affordability
and financial structure of the nation are important in that case. In case of TV, the usage of the TV
and the importance of product evaluation is the major factor in this process.
Post-purchase behaviour is another external factor the influences buyer's mind after
purchasing the product (Orquin and Loose 2013). After purchasing the product, the huge

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expectation has come as the global competition is persisted in the case. After selection the
product, product availability and listed market price of the product important. The involvement
with the product is important in that case and that is the concerning aspect of having the product.
Target market
The target market is completely different for each of the products. The product
enhancement and marketing of those products are depending on the need of the customer,
financial condition, the importance of brand name, retail habituated selling, customers perception
and demographic and socio-cultural need of the people. The target market has been set by
aligning all the section. The product culture of buying from shop identifies the need and urgency
and product sustainability case. On the other hand, the person bought product form online, rather
from online sale and that signifies the less amount of product sustainable issue persisted in the
mind, rather have an extra product in-house, the application has been done and this is the
concerning aspect of having such cheap product for long (Cohen, Prayag and Moital 2014). In
long-term care, where target market segmentation is appropriately differentiated between these
two classes, more effective marketing and behavioural change are important in that case. The
process segmentation is important as consumer decision is important in that case and segmented
consumer helps product manufacturer also.
Conclusion
Therefore it can be concluded that consumer behaviour is important for product
engagement with people. The choice of people and their product buying mannerism is depending
on some of the independent factors and that influences the positivity of customer choice and
selection. The product cost, brand name, warranty, rating, reviews, and aesthetics and lifestyle

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factor is the concerning aspect of business and that is the concern matter that encourages the
business analysis process and that helps in company marketing scenario.
Process Marketing implication
Internal influences The internal influences effects on the
lifestyle, motivation, self-desire and
own perception in most of the cases.
The reason behind the situation is the
marketing implication of product and
the promotional effect of products. In
most of the cases, the appealing
advertisements are doing the trick and
that is the reason people are getting
attracted by the scenario and that is the
reason most of the people choose their
brand from the advertisements. The
quality analysis and price-product ration
are evaluated in that situation and that is
the concerning aspect of the scenario.
External influences The external influences are completely
depending on the purchase evaluation
and post-purchase structure of the
organization. The influence from others,
the suggestion from external means and
their brand use is the concerning aspect
of this process and in most of the cases,
people follow the same path of brand
production. The price, quality, and all
the parameters are evaluated by some
other in that case and that helps in that
process in decision-making statement.

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This is the importance of this process to
ensure the best price for customers and
to suggest them through the
promotional activities.
Table 1: Internal and External Influences and Implications
(Source: Created by Author)

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References
Aguirre-Rodriguez, A., Bosnjak, M. and Sirgy, M.J., 2012. Moderators of the self-congruity
effect on consumer decision-making: A meta-analysis. Journal of Business Research, 65(8),
pp.1179-1188.
Akehurst, G., Afonso, C. and Martins Gonçalves, H., 2012. Re-examining green purchase
behaviour and the green consumer profile: new evidences. Management Decision, 50(5), pp.972-
988.
Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts,
influences and opportunities. Current Issues in Tourism, 17(10), pp.872-909.
Cui, G., Lui, H.K. and Guo, X., 2012. The effect of online consumer reviews on new product
sales. International Journal of Electronic Commerce, 17(1), pp.39-58.
Gössling, S., Scott, D., Hall, C.M., Ceron, J.P. and Dubois, G., 2012. Consumer behaviour and
demand response of tourists to climate change. Annals of Tourism Research, 39(1), pp.36-58.
Lysonski, S. and Durvasula, S., 2013. Consumer decision making styles in retailing: evolution of
mindsets and psychological impacts. Journal of Consumer Marketing, 30(1), pp.75-87.
Orquin, J.L. and Loose, S.M., 2013. Attention and choice: A review on eye movements in
decision making. Acta psychologica, 144(1), pp.190-206.
Solomon, M., Russell-Bennett, R. and Previte, J., 2012. Consumer behaviour. Pearson Higher
Education AU.

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Song, H.J., Lee, C.K., Kang, S.K. and Boo, S.J., 2012. The effect of environmentally friendly
perceptions on festival visitors’ decision-making process using an extended model of goal-
directed behavior. Tourism Management, 33(6), pp.1417-1428.
Vahlne, J.E. and Johanson, J., 2017. The internationalization process of the firm—a model of
knowledge development and increasing foreign market commitments. In International
Business (pp. 145-154). Routledge.