Artificial rewards offered over a period of time may make the customer expect such rewards for buying the brand. Customers pay more attention to stimuli that contrast with their background than to stimuli that blend with it.
Result of learning is the creation of product positioning.
Lifestyle analysis groups consumers according to their activities, values, and demographic characteristics such as education and income. For instance, motivation is one such factor about which traditional surveys reveal little, as the consumer is not able to tell the exact reasons for opting for a particular choice.
Consumers assign meanings to these stimuli while interpreting them.
A message is rejected when it is seen as too far from, or opposed to the original attitude. Such images are combined with the brand to create the personality of the brand.
Customers also notice those images that relate to their needs and those that provide surprises. Everyone has two lifestyles-the one they are currently in and the one they want to be in, which is always better than the current one. Customers prefer the brands that either match their own personality or portray personalities that they aspire for.
The quality of the stimulus can be enhanced to improve the probability of exposure, attention and retention. A consumer might think that a brand of durables is expensive because of the advertising imagery that it uses. For instance, some consumers may buy food for satisfying hunger, while some may frequent a fast food joint to hang out with friends or family, yet others may enjoy gourmet food service provided by a leading luxury hotel.
For example most ads targeting children show Internal influences and consumer decision process that are almost too old for the product, this appeals to younger children who desire to be like them. Sales promotions such as the use of free samples, coupons, price offs are instances of operant conditioning.
In advertising, humor which is known to elicit a pleasant response may be used in the belief that these favorable feelings will be associated to the product. Consumers attend to only a small percentage of the communication to which they are exposed to.
It is only through learning that the customers form perceptions about the company and its products. These factors are not visible, though they influence the consumer to a great extent.
If the consumer is highly involved in the purchase, then they will put forth considerable effort toward understanding the marketing messages. As soon as a message is received a consumer begins to process it, depending on the level of involvement and motivation it will then follow one of two routes—the central route or the peripheral route.
Not all people follow the classic family life cycle stages. The message about the product from word of mouth and advertising must be consistent to prompt retention. Communication should be designed in a manner so as to enable distortion-free perception.
Operant conditioning is positive or negative reinforcement upon the performance of some behavior. Therefore, while the segment that only wants to satisfy hunger may look for convenience or price, these factors may be inconsequential for the segment that wants gourmet food.
Belief and Attitude Belief comprises thoughts about a product or a brand based on one or more choice criteria. The use of celebrity endorsements is also based on the belief that the positive image of the celebrity would rub off on the brand image.
The same consumer can perceive the some communication differently in varying circumstances. Rote learning is learning without conditioning in which companies repeat their messages that are primarily of a rational nature. For teenagers, food, entertainment and appearance would be the main areas where money is spent.
The consequence of a set of beliefs may be positive or negative attitudes towards the product. Distortion can occur as people interpret the some information differently. Many phenomena related to consumers are driven by the process of perception — for instance, brand image, satisfaction, evaluation of brands and marketing communication.
For instance, price off during festival con be interpreted as on event related discount, whereas price offs at other times can be judged as poor brand performance. Therefore, it is important to present the message clearly and use a highly credible source to minimize distortions.
Perceptual processes lead to additions in memory, if the interpreted information is retained.Factors that influence the consumer decision process.
Print Reference this The model captures the activities that occur when decisions are made in a schematic format and shows how internal and external forces interact to affect how consumers think, evaluate and act.
Environmental factors also play an important role in consumers. Ken Chambers Internal Influences affecting the consumer purchase decision making process 1 of 6 Everyday Canadians are faced with making purchase decisions. 4 important Factors that Influence Consumer Behaviour.
In this process the consumer starts with recognizing the need of the product, Learning and experience both again play an important role in influencing the consumer’s behaviour as it influences their purchase decision.
Factors Affecting Decision Making Process of a Consumer Various factors influence the decision-making process of a consumer.
Some of these are internal factors, or personal influences that are individualistic in nature. As soon as a message is received a consumer begins to process it, depending on the level of involvement and motivation it will then follow one of two routes—the central route or the peripheral route.
Internal Influences – Motivation. Internal Influences – Memory. Internal Influences – Lifestyle and Attitude. One thought on. The information about consumer behaviour and their purchasing decision influences marketers in creating their marketing programs or strategies in accordance to the need of specific consumers.
In this concern, the most substantial help for marketers can be done by going through the process of consumer behaviour and identifying specific internal.Download