Internal Factors Influencing Consumers Choice Of Car - Example

Introduction In each and every market, consumers are guided by a multiplicity of factors that define the likely decisions that a consumer is likely to make in regards to the purchase of a particular product or service. It s the same when in comes to car market, consumers are influenced by several internal and external factors to settle on a car choice. The internal factors are those factors that are personal to the consumer and have a very minimal connection to the outside world. Given the difficulty of understanding different personalities in the society, it is correct to say that a study of consumer behavior can be a very difficult task to accomplish when it comes to understanding internal factors influencing consumer behavior (Stewartr, 1999). Schiffman (2007) believes that consumers are rational decision makers who are only concerned with self interest making it even complex since different people have varying interests and personal ambitions. This argument by schiffman (2007) is based on the utility theory which holds that consumers make choices based on the expected benefits they are likely to obtain from the decisions they make. To understand the factors influencing consumer decisions, the approach then should be centered on what benefits is a consumer likely to derive from purchasing a particular product and what are the constraints. A number of different approaches have been used to understand internal factors influencing consumer decision making. Different researchers have used different approaches to understand psychological factors influencing consumer behavior over the years. These factors are also the key influencers when it comes to consumer choice of cars as discussed in the following sub-topics. Value Consumer generally want to buy something hat will add value into their life and will therefore study the different options available in the market and compare their features to understand what will add value into their life. This is what Solomon, (2006) calls the economic man concept. It is anchored on the utility theory which holds that a man will make the best decision that benefits him. This will also be influenced by the amount of information the consumer has with him and what does the consumer value. While the consumers that seek to reduce their recurrent expenditure will prefer a car that consumes less fuel and costs less to keep within their budget. Another consumer will not mind spending even more on car that consume more fuel and is expensive to maintain. The two consumers have different value that they attach to a car. The former it is basically a mode of transport that should cost him the least but for the latter, the car is a luxury item 6that should be as comfortable and prestigious as it can be. Lifestyle This is particular kind of life that an individual has chosen to lead. Our lives are defined by personality and self-concept themes. Lifestyle can be defined by the form of activities one engages in, interests and opinions. Different people basically have different lifestyles which influences the choices of cars they buy (Lindsay, 2007). The different lifestyles are a result of internal constructs of an individual. Some people want to lead casual lifestyle where they go on with their businesses in a less formal way and they will mostly be spotted in sport cars. Lifestyle is easy to understand as; compared to personality which. This makes it very possible for car manufacturers design cars that suit different lifestyles. It is also a guide to marketers on how they can segment and target a particular market. Lifestyle is closely associated with economic factors meaning that it is not an entirely internal factor but is also influenced by external factors to some extent. Age and lifecycle stage Another internal factor that can influence a consumer choice of car is the age of the consumer. The human life cycle has a significant influence on consumer behavior when it comes to the car market. As humans progress in age, attitudes and behaviors tend to evolve due to maturity, experience and a host of other external factors. Young adults are commonly associated with fast life and will prefer a sport car that moves at an astonishing speed, they don’t care how much it costs for as long as they have the money they will buy it. Older adults on the other hand are not so fast with life, in fact they will prefer a car that is moving at a relatively normal speed and will want a car that tells their age and the values they hold at their age (Zegalia, 2005). Marketers are aware of this difference and will design advertisement messages that dwell much on emphasizing to the two different markets hw a car will fulfill the expectations that each of them has. This is the reason a car manufacturer like Toyota will have different cars targeting different market segment. Toyota has sport cars, official saloon cars and family cars. These and many others are specifically designed to among many other factors take advantage of the age preferences. Knowledge Some consumers have accumulated some knowledge concerning certain products in the market. It is the same in the car industry. Several consumers are not first time buyers; they understand perfectly what they will get by purchasing particular brand. This knowledge influences their decisions when it comes to buying cars. Marketers and sellers are aware of this and will have their salesmen ready to demystify any wrong knowledge a consumer might be having concerning a particular brand of car. Salesmen will also point out any advancement in technology n a car to further impress a consumer who is knowledgeable about cars (Lindsay, 2007). The fact that knowledge in this information age is know more available ahs made it even possible for consumers to gather a lot of relevant knowledge about cars before they embark on purchasing a particular car. This factor has been challenged though by different views that hold the idea that car consumers are not adequately knowledgeable about cars and will purchase cars based on social class and economic ability. The performance of the car and reliability come second or may not be a factor for consideration at all. Personality This is the combination of individuals enduring internal traits that distinguish him/her from the rest in the society. It is expressed in self confidence, autonomy, sociability, adaptability emotional stability and other personal traits. The act that different people have different personality traits does not mean that there cannot be a similarity of personality in several people (Baggozzi, 2002). Marketers to target different personalities with cars specifically made to complement the personality types. People who like the fast life and have everything good will want expensive high end state of the art design cars. This cars cost a fortune but it is not a problem to this particular personality type for as long as it communicates their class in the society and complements their personality type they will pay the cost. Personality is difficult to understand and is therefore not a major guiding factor into designing of cars Motivation People are motivated by different factors when they walk into a shop to buy a commodity. To some people it might be a basic need and hey have no option but to buy, to others though they are motivated by other needs apart from basic needs. This is what motivation is all about; the driving force into the decisions made by consumers (Blackwell, 2003). When it comes to cars, they serve different purposes, it can be a means to reach your work place, and it can be a requirement for your business especially if you need to travel regularly and widely to run your business. It can be an item to communicate your social class and financial level. It might as well be an item to suit your lifestyle and communicate your identity. These and several other reasons motivate people to buy the cars they buy. This particular factor has defined promotional activities by car manufacturers and marketers for a long period now. They will design messages that will capture just the desire in somebody to fulfill whatever motivation one has in buying a car. Perhaps motivation can be regarded a single most influential factor to consumer decisions when it comes to buying cars. Motivation is the starting point of purchasing a car as somebody will need a reason to explain why they are buying a car otherwise if they don’t have a reason to convince themselves that they need the car then one might decide not to buy at all. Personal beliefs The kinds of beliefs people hold definitely influence the choices they make. Whether they are religious beliefs or other diverse convictions in the society, they surely have a profound influence in consumer decision making of the cars they want to buy. Some people will not even if they have the capability, buy expensive fuel guzzling cars. To these people, simplicity is the mode of life and they don’t see any value that can be derived from owning expensive items. They are bound either by religious beliefs or personal philosophies. Of late we have also witnessed changing global climate. Cars using fossil fuel have been blamed as one of the largest contributors to global warming and pollution. Some consumers in the market today have taken it upon themselves to save the environment and reverse global warming by making careful choices on the cars they buy. Cars that emit least harmful gases and fuel combustion by-products are becoming very popular with this group of consumers. This partly explains the reason why car manufacturers are dedicating a lot of resources to design cars that can run on eco-friendly fuels such as bio-fuels. We are having in the market cars that are electric-powered cars just for this particular market (Hensley, 2006). It is therefore clear that the car market is slowly evolving from the car just being a means of transport as consumers become more and more aware of the impact they are having on the environment and the future implications it might have. Personal belief can therefore be viewed as a key internal factor that has a large impact on the decisions consumers make when looking for a car that is suitable fro them. Perceptual bias and personal preference Depending on experience or lack of information, consumers will have a certain bias towards a particular car brand. Some people believe that only a certain manufacturer can make quality cars while another only makes substandard. This perceptual bias maybe caused by a favorable or unfavorable experience that the consumer might have gone through. It may also be as a result of advice given by another person who is not adequately knowledgeable on the product he is talking about (Erasmus, 2002). It can be very difficult to change the mind of the consumer as he/she already as a preconceived attitude or stand on certain products. This bias has a tremendous effect on the choice of products people buy. When it comes to personal preferences it is almost the same as biasness. An individual may have had a very good experience with a particular brand or feels that it really suits his/her definition of what a car should be. This is the personal preference which can also be hard to change in certain individuals. It is either they get a certain model, from a particular manufacturer or they don’t buy at all. According to Peter, (2008), this explains why some people will be loyal to certain brands for their lifetime. Manufacturers are aware of this fact and that why they will always insist on the years they have provided quality and assurance to their consumers and their intention to never fail their clients when it comes to what they vale about their car brands. They will collect information from loyal consumers on what keeps them loyal to their brands and ensure it is upheld. Personal preference may also shape attitude in some people on how some brands can satisfy the purchase motives while some others will not meet them even halfway. References *Baggozzi, R., (2002). The social psychology of consumer behavior, Buckingham: Open University press *Blackwell,R., (2003) Consumer behavior, 9th Ed, Harcourt *Erasmus, A.C., (2002). Consumer decision-making models within discipline of consumer science: a critical approach, journal of family ecology and consumer sciences, vol 29, pg 82-90 *Hensley,d., (2006) Automobile sales training and tips from the Pros, Lulu *Lindsay, T.,(2007). The Encyclopedia of Selling Cars, Authorhous *Peter ,P., (2008). Consumer Behavior and Marketing Strategy, McGraw Hill *Schiffman,L.G., (2007). Consumer Behavior, Prentice Hall *Solomon,m., (2006). Consumer Behavior: European perspective. Prentice Hall *Stewartr,J., (1999). The psychology of decision-making, London; Pittman *Zegalia,J., (2005). Auto Sales: How to Excell in the Career of Selling Cars, Llumina Press Read More