The decision-making process for consumers is anything but straight forward. There are many factors that can affect this process as a person works through the purchase decision. The number of potential influences on consumer behavior is limitless. However, marketers are well served to understand the KEY influences. By doing so they may be in a position to tailor their marketing efforts to take advantage of these influences in a way that will satisfy the consumer and the marketer (remember this is a key part of the definition of marketing).
Directions: Write a 2-3 page paper describing the internal influences on consumer behavior. Be sure to discuss the process of perception as related to consumer behavior and the relationship of perception to marketing strategy. Also address the impact of emotion in marketing and associate motivation to the consumer decision-making process. Use the APA 6th edition formatting guidelines below.
Your paper must follow these APA 6th edition formatting guidelines:
- Double-spaced
- 12 point Times (Times New Roman) font
- 1 inch margins
- Include a title page and a reference page (title and reference pages will not count in page total)
- Use at least two scholarly sources, properly cited reference materials
- Writing is clear and easy to read and uses proper spelling, grammar, and punctuation.
