Internal Factors Affecting Consumer Decision Making Process - Example

Internal Factors Affecting Consumer Decision Making Process Name Course Institution Affiliation Date Executive Summary Majority of marketers tend to misunderstand the practice of consumer behavior as a practice of the established and large organizations. These forms of misconceptions can easily lead to the collapse of a given business due to their negligence to understand consumer’s behaviors. Currently, most of the firms are aiming at satisfying the needs and services of the consumer. This implies that a firm that does not practice consumer based operations is likely to encounter difficulties when dealing with the consumers. It is, therefore, important for the firms to analyze consumer behaviors before implementing new ideas or selling their products to the respective consumers. Adequate analysis of the consumer behaviors enables firms to acquire information about their clients’ consumption pattern and the internal factors influencing their decision to buy a particular product. The essay evaluates the internal factors influencing the purchasing decisions of the consumer alongside the various methods which can be used by coffee marketers to manage these factors. The essay focuses on the consumer behaviors in the United States coffee industry and the internal factors affecting consumer decision making process. The essay starts with the introduction which evaluates coffee markets in the USA gives a brief description of the internal factors that affect coffee consumer’s decision making process. The essay further evaluates the different internal factors affecting coffee consumers’ decision making process in the United States. The conclusion provides a summary of various internal factors and their influence on the consumers’ decision making process. After the conclusion, the essay gives several recommendations on how the internal factors can be utilized to maximize the company’s sales. The recommendations are mainly based on the internal factors discussed in the essay. The essay is finalized by a list of literature utilized during the research. Introduction The United States is ranked among the largest coffee processing companies in the world. Furthermore, it is the country with highest coffee consumption rate in the world. The increase in coffee demand in the United States has lead to the emergence of a large number of coffee shops. The main purpose is meant to satisfy the high levels of demand. Majority of fast food outlets such as the McDonald have also entered the coffee industry market making it hard for the small firms to establish themselves fully in the market. For Instance, the McDonald introduced their coffee brands in the recent years. Coffee is mainly consumed as a beverage together with breakfast or a means of keeping the body warm (Cerviño, 2006). The demand for coffee is also triggered by the low temperatures experienced by majority of the population in the United States. The United States also exports coffee to various parts of the world. There is a need by the coffee marketers to understand the factors that influence consumer decision making process. A clear understanding these factors ensure effective services are offered in different coffee outlets. Marketers are currently facing the challenges of identifying the consumer choice for a specific product at given time. This implies that there is a need for marketers to analyze the factors that influence consumer decision making process when purchasing a particular product. It is difficult, but crucial for the marketers to obtain information related to the consumer decision making process when purchasing the product. This information is relevant to the marketers since it identifies consumer trends when purchasing a given product. The marketers are also able to identify the factors that significantly influence the consumer decision when purchasing the product. Moreover, analysis of the consumer behavior enables the marketers to create the marketing strategies in accordance with the specific needs of the consumers. The marketers are, therefore, supposed to identify the internal factors that influence the consumer decision making process by analyzing the consumer behavior. Analysis of the coffee consumer behavior is quite an easy task given the presence of many coffee shops and outlets across the country. The large pool of coffee consumers makes it easier for the marketers to identify the factors that actually influence decision making process among coffee consumers. Coffee ranks among the highest selling beverages across the country hence the need to identify specific consumer needs (Utpal, 2001). Consumer behavior encompasses general consumer beliefs hence the marketers and producers are able to produce coffee that easily identifies with the consumer beliefs. People tend to build various self-concepts and styles with regard to the internal influences. The individuals do not come up with purchasing decisions randomly but are constrained by internal factors that have a direct effect on them. The consumers’ diverse self-concepts and lifestyles trigger various desires and needs to satisfy consumption decision. This implies that the consumer decision making process is triggered by the desire to satisfy their needs. Coffee sellers are encouraged to identify the factors that influence consumer decision making process to provide satisfactory services to the customers. Identification of the internal factors that affect the consumers’ decision to purchase coffee helps the coffee producers to specify the appropriate segments in the market. Furthermore, it helps the coffee companies in developing effective market mix strategies. Internal factors are the major factors that affect decision making process in the coffee industry, since other coffee brands are available to the consumers which imply that the market is highly completive. Identification of the internal factors requires market segmentation and direct interaction with the consumers. It is crucial to undertake enough research on the internal factors that influence consumer decision making process (Ha, 2004). Internal Factors The internal factors that affect the consumer decision making and coffee purchasing process include attitude, perceptions, motivation, lifestyle, learning and role. Internal factors are known to influence most of the decisions made by the consumer when purchasing coffee. Coffee is an edible product hence consumers are quite sensitive when selecting the appropriate brand. Personal Needs and Motives Personal needs of the consumer are the major influence on the consumer decision making process. Personal needs are defined as the desire or lack of a given good or services. This implies that the need for the consumer to acquire a given products pushes them in deciding to purchase the product. On the other hand, consumer motive is the inner state that serves in encouraging them to acquire a given product. The inner motives can be described as thirst or desire of the consumer to purchase coffee. The desires of the consumer varies with time and season hence a clear understanding of the consumer motives and personal need can be the best strategy for use by the marketers. Coffee marketers in the United States can utilize the Maslow’s need theory to motivate the consumers. The theory argues that the consumer needs can be classified using a given order which can be used by the coffee marketers to understand the needs of the consumers. The theory is effective in understanding and fulfilling the needs of the consumers with regard to specific priorities. A Clear understanding of consumer needs enhances the organization to direct the consumers towards purchase oriented decisions. Coffee sellers can easily identify the needs of the consumers through research. The research can be conducted by asking coffee consumers of their opinions on the product. Coffee is a beverage which is consumed by individuals from all ages. This implies that coffee marketers can conduct research in schools and work places to identify the needs of the consumers. A clear understanding of the consumer decision strategy enables the coffee producers to introduce products that satisfy consumer’s needs. For example, a consumer may buy coffee with the intention of satisfying their thirst while others for leisure especially when having meeting with friends. The consumer needs can be satisfied by introducing coffee brands which are meant to quench thirst and for leisure purposes. Moreover, some coffee consumers like students and office workers purchase coffee for relaxation purposes while teenagers use coffee for fun and socialize. Consumers also take coffee with snacks in coffee shops and other outlets. Identifying the motives and consumer needs can effectively affect the consumer decision making process. Coffee producers can identify consumer motives and needs such as the need to socialize and quench thirst. This implies that the coffee producers can introduce coffee brands at social joints with the intention of satisfying such needs. The coffee producers can introduce their brands in schools and work places to ensure that students and working individuals can easily access their products. This implies that the coffee marketers and producers end up making huge coffee sales (Cerviño, 2006). Consumers have varying needs which are basic or psychological in nature. Therefore, it important for the coffee sellers’ to identify the motives and needs of various markets segments before availing their coffee brands to a given market target. The process of identifying the needs and motives of coffee consumers enable marketers to segment the target market which serves them effectively. Figure1: Maslow’s needs hierarchy Attitude Attitude is defined as the individual feeling or perception about something. In terms of consumer decision making process when purchasing coffee, attitude is the consumer’s feelings and thoughts about a given coffee brand. Attitude is mainly influenced by friends, marketing strategy and quality of the product. Attitude is an internal factor reflected by the individual’s acts and buying patterns. Attitude is one of the most difficult factors to change once it is formed. For example, it is hard to convince consumer’s attitude towards the quality of the product. This implies that it is difficult to change a consumer’s negative attitude towards a given coffee brand once it is formed. This is because; it is difficult to change and individual’s belief since it is almost permanently in the individuals mind hence it requires a lasting evaluation on the consumer attitudes towards a given coffee brand (Pascale, 1998). Attitude as an internal factor is used by marketers to evaluate how the coffee brand is established in a given market segment. Furthermore, consumer attitude towards a given product enable marketers to obtain more information about their consumers. This is an important factor especially when the company is re-establishing itself in a particular market segment. The coffee marketers should know that technology has enhanced acquisition of information about a given product through advertisements and social network. This implies that, coffee marketers can utilize technology to change the attitude of their prospective consumers. This is because; consumers try to find more information about the product once they come across something that conflict with their attitude (Jillian, 2008) Coffee marketers can benefit from technology by designing advertisements that do not conflict with the attitude of coffee consumers. Consumer attitude towards a given coffee brand develops gradually through experience, ideas and personality. The consumer attitude towards a given product develops easily; since coffee is mainly used in social events, and there is a high probability of spreading the attitude to the friends. It is, therefore, important for coffee marketers to develop consumer attitudes that positively influence the consumers mind perception (Elizabeth, 1997). Positive consumer attitude towards a given coffee brand can be established through provision of the brand in essential facilities, healthy and good environment. The coffee brand should be of high quality which tends to create a good perception about the product in the consumer’s mind. This is reflected by the success of coffee companies like Starbucks and McCoffee due to their great image in the consumer minds. It is, therefore, essential for coffee marketers to establish a positive image on the product in the consumer minds through efficient customer service. Personality and self-concept Personality and concept are the ability of the product to meet the consumer’s personality in terms of lifestyles and social status. Coffee marketers should diversify their brands to ensure that some the brands meet the social status of different individuals. This is done by ensuring the brands are designed to meet specific needs of different personalities in the society. This is because; some members of the society may avoid purchasing a given coffee brand in with the aspect of the status. Consumer perception Consumer perception about a given product is hard to change especially if it is negative in nature. Coffee can easily change negative consumer perception about a given brand through advertisement and education. For example, some consumers may have the perception that a given brand is poor in quality. This can be changed by advertising the product and also providing testimonials from other consumers. This serves in encouraging consumers into purchasing the product. Conclusion Consumer decision making process, when purchasing coffee in the United States, is influenced by various internal factors such as attitude, consumer needs and motivation, consumer perception, perception, personality and self-concept. It is, therefore, important for coffee marketers in the United States to consider the given internal factors when selling coffee to consumers. References Cerviño, J. S. Jose M. (2006). International Students' decision-Making Process. 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