Title: Internal External Influences On Consumer Behaviour Marketing Essay
Headings: Internal External Influences On Consumer Behaviour Marketing Essay
Internal External Influences On Consumer Behaviour Marketing Essay
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Introduction
Internal /External Influences on Consumer Behaviour
Internal Influences on Consumer Purchase Decisions:
Personal Needs & Motives:
Attitudes:
External Influence on Consumer Purchase Decisions:
Culture:
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Segmentation
Target Market
Recommendations
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Content: Internal /External Influences on Consumer Behaviour
Consumer behaviour is quite subjective as a consumer decision-making process is affected by number of factors. The most substantial personal influences that affect consumers purchase decisions can be classified in two categories (Hoyer & Macinnis, 2009) that are as follows: Internal influences: Internal influences are also known as personal influences and it includes perceptions, attitude, motivation, lifestyle, learning and roles. These internal influences affect all our purchase decisions (Dawson & Kim, 2009). External Influences: These influences are also recognized as social influences and it includes cultures, social norms, subcultures, family roles, household structures, and groups that affect an individual’s purchase decision (Bennett, 2009). Throughout the discussion of internal and external influences it can be said that every condition and influence is different and it also varies from one consumer to another. Some influences can be changed by marketers whereas some can only be handled when they occur. Understanding of these influences is essential as with this marketers’ can assist consumers in their purchase decisions (East, Wright & Vanhuele, 2008).