This whole consumer decision-making process is not as simple as it seems to be. According to Kotler’ s Marketing Essentials as cited in Lee (2007, p. 31) there are many factors influencing buyer behavior. These factors not only stimulate the need but play their role in every stage of consumer decision-making process. Whether it is a search for information, alternatives evaluation or actual purchase, these internal and external factors are active throughout the process. Internal factors as per Kotler are personal as well as psychological factors which include everything from the consumer’ s age, occupation, lifestyle, economic conditions to motivation and attitudes.
External factors include cultural and social factors which describe everything from social class and subculture to family influences and peer pressure. Though consumer decision-making process is a complex process which is influenced by several factors, however, these factors hold different meanings for different people. We can add as many factors as we want within this premise because a factor may be important for one consumer whereas negligible for the other. For example, for one consumer novelty is one factor that beats all but for the other price is the most important.
Hence consumer decision making and its rationality vary from consumer to consumer. Then there are some factors as well which affect the whole process of technology, quality of the product, alternatives availability (choices) etc. Different factors contribute to the rationality of a decision differently. Now if we assume that consumer takes into account all the factors discussed above while making a purchase decision, there is nothing more rational than this decision. However, the opposite is true. Following is the argument. As discussed above, there are various factors which influence the decision making abilities of a consumer.
These factors, as said earlier, are all underlying and playing their role without the consumer being aware of them.
Please type your essay title, choose your document type, enter your email and we send you essay samples