Factors Influencing Consumer Behavior

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Now that the consumer has assessed all the products and gathered all the information that they need, they will deliberate which product to purchase and from that are able to make a logical decision. The consumer will also take into consideration where they will purchase the product and how whether it be online or in a store. Both of these factors play a major part in the consumers purchasing decision. At the fifth and final stage the consumer will analyse that they have made the right decision. During this process they will evaluate their satisfaction with product and overall happy. The company needs to ensure that they have met their audience’s needs and is satisfied in order to prevent buyer remorse. This can have a negative impact on the…show more content…
There are several internal factors in which influence a consumers process, leading them to their final decision. These internal factors include needs and motivation, personality, self-concept, involvement and perception. Needs plays a major role in the purchasing decision, as it is what triggers the consumer to purchase the product in the first place, it reflects the gap between what consumers desire and what they have. There are two types of needs, innate, which is a primary need and acquired which is a secondary need. The primary need is based on what a person needs to survive such as food, water, shelter etc. the secondary need is what a person desires based on certain influences. In this case the consumer is looking at acquired needs, as they do not need this product to survive but desire a certain outcome based on particular factors such as culture, their environment or simply belonging. These factors may influence to purchase this product, as it is a low involvement product, which can be mainly purchased on an impulse, and the consumer may feel as if they need this certain…show more content…
The individual would make a certain hair colouring choice based on their personality traits such as being extroversion which is socially outgoing therefore they may want to purchase a bold statement hair colour or introversion the individual is quite and reserved therefore they would much rather stick to a more subtle colour. Not only does the individual look at themselves but also the brands personality, which can also be, associated with the individuals
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