Internal Influences and Consumer Decision Process
Internal Influences and Consumer Decision Process
Consumers’ Purchase Decision: Motivation
Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs (Peter & Donnelly, 2004). The behavioral aspect of consumer motivation concerns the actions someone takes before purchasing and consuming goods or services. A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection. Consumer might decide to buy something based on which goods or services most closely meet and satisfy motivational wants and needs. Marketers aim to gain the most impact and eventual sales by linking their products and services to clearly defined consumer needs and by understanding what motivates people to buy. Companies and marketers use a number of different tools to help them understand consumer motivation in relation to their products and services (Hawkins, Mothersbaugh & Best, 2010). This may help them orient their markets according to different buyer motivation. Marketers use pre-purchase and post-purchase focus groups, one-to-one interviews and online or postal surveys to develop their understanding of consumers' motivational drivers.
Consumers’ Purchase Decision: Personality
An individual’s personality relates to perceived personal characteristics that are consistently exhibited, especially when one acts in the presence of others. In most, but not all, cases the behaviors one project in a situation is similar to the behaviors a person exhibits in another situation (Hawkins, Mothersbaugh & Best, 2010). In this way personality is the sum of sensory experiences others get from experiencing a person (i.e., how one talks, reacts). While one’s personality is often interpreted by those we interact with, the
Consumers’ Purchase Decision: Motivation
Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs (Peter & Donnelly, 2004). The behavioral aspect of consumer motivation concerns the actions someone takes before purchasing and consuming goods or services. A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection. Consumer might decide to buy something based on which goods or services most closely meet and satisfy motivational wants and needs. Marketers aim to gain the most impact and eventual sales by linking their products and services to clearly defined consumer needs and by understanding what motivates people to buy. Companies and marketers use a number of different tools to help them understand consumer motivation in relation to their products and services (Hawkins, Mothersbaugh & Best, 2010). This may help them orient their markets according to different buyer motivation. Marketers use pre-purchase and post-purchase focus groups, one-to-one interviews and online or postal surveys to develop their understanding of consumers' motivational drivers.
Consumers’ Purchase Decision: Personality
An individual’s personality relates to perceived personal characteristics that are consistently exhibited, especially when one acts in the presence of others. In most, but not all, cases the behaviors one project in a situation is similar to the behaviors a person exhibits in another situation (Hawkins, Mothersbaugh & Best, 2010). In this way personality is the sum of sensory experiences others get from experiencing a person (i.e., how one talks, reacts). While one’s personality is often interpreted by those we interact with, the