Impact Of External Influences on Consumer-Decision Making

Impact Of out-of-door Influences on Consumer-Decision MakingConsumer doings is a steady ambiguity and even though there has been round achievements in planning consumers behaviours, sometimes we just dont know how things going on and how some factors drives one consumer may not drive anformer(a). Sometimes Organisations took tonic measures for consumers motivations and sometimes they do not. Which pee-pee a real impact on the financial success of the organisation .The target of this report is to answer the by-line critical factors1. Impact of the outdoor(a) variables which argon utilise by marketers during the dissimilar stages of the consumer decision- reservation process .2. Evaluation of a specific consumer behavioural theory or model for the understanding of the consumers and the implementation of the trade scheme for the organisation.Consumers are face up with the submit to make decisions intimately products and assistances entirely the time. Some of them are a ctually important and entail great effort, while others are make more or less automatically. Perspectives on decision-making range from a focalise on habits, age, income, personality, level of education and tasks.Task 1Impact Of External Influences At Various Stages Of The Consumer-Decision Making Used By MarketersIntroductionIn this succession of rivalry, indulgent the consumer is very important for marketers. Consumer desires and p file name extensions are constantly varying, wedded the changes in factors like their demographics and lifestyles. These changes can bring great line opportunities for attentive marketers and threats for marketers who fail to become accustomed. Consumers obtain, devour, consume and dispose off the products and services created by organizations. They went through a number of cognitive and behavioural processes whilst making their purchases and outlay on decisions. This information is also vital to make a categorisation of business decisions associ ated with product development, packaging, pricing, distribution, promotions, communication, etc. check to Solomon, et al., (2010) consumer decision making is a central part of consumer behaviour. Typically the buyer decision process takes rank in fin stages. These stages are essential for a consumer in making purchases on a conscious or a subconscious level.Consumer demeanour helps to comprehend the immaterial variables like reference groups, family, social class, and, goal, and their influence on consumer decision-making process. Consumers are faced with m each external influences, including an individuals culture, subculture, household structure, and groups that he associates with. Marketers and business owners call these external influences because the source of the influence comes from outside the person or else than from inside.Need/Problem Recognition fit to Solomon. M, Problem recognition occurs whenever the consumers sees a significant differences between the current situations and some desired or idol state.During this stage marketers have to create requirement by using the divergent external variables.ExampleMarketers are using advertisement as in Kelloggs advertisement marketers focusing on the girls by showing an female supporter to be slim and smart. So marketers using external variables of sub-culture (gender) and flavor attractor for developing a need by solving their problem of acquiring smart.Information SearchAccording to Solomon. M, it is the process by which consumer surveys their environment for satisfactory data to make a realistic decisions.Different information sources operable by using internal and external search. But check to marketers point of view, external variables such as family friends opinion attracters, reference group and culture etcExamplePharmaceutical organizations like GSK uses consultants or top level checkup professionals (opinion leaders, reference group) for their products by arranging seminars, me etings and TV shows to give information about their products in particular disease the rest of their followers agreed . Because opinion leaders or reference group have adopted them laterward the completing all information search.Evaluation Of AlternativesAccording to Solomon. M, it is the stage in which a choice must be made by the in stock(predicate) alternatives. The product alternatives a person considered comprise their evoked focalise. Members usually portion some features of evoked set.Marketers always like their products in evoked set of consumers.According to surveys consumers often include a small number of product in their evoked set.ExampleCoca cola is using Santa Clause as brand ambassador in UK. In Christmas days, marketing of coke revolves well-nigh the Santa Clause because of their cultural influence as an alternative against the disparate competitors especially Pepsi. Consumers evaluate the product when they go for alternatives but after the strong marketing in fluence for their evoked set as well they go for ascorbic acid as the main drink.Product Choice/PurchaseAccording to Solomon. M, after the evaluation of alternatives, decision rules guiding choice can range from very simple and quick scheme to complicated processes requiring much attention and cognitive processing.Marketers play a role in educating consumers about which criteria should be used and for this purpose they use external variables for consumer decision making.ExampleMarketers use friends and family members and reference group as external variables for their promotions. Like diligent telephony companies i.e. 3 in UK use this tool as their marketing policy and tornado their devoted customers different opportunities by referring new consumers and give them discounts as well.Post-Purchase conductAccording to Solomon. M, post-purchase behaviour involves all the consumers activities and the experiences that follow the purchase. Satisfaction is important after purchase b ecause, usually it cost more to attract new consumer than to adjudge an existing.Marketers can use external variables to improve the consumers post purchase decisions to take their loyalty. Companies use guarantee, return policy and after sales services for the customer satisfaction.For example in UK different online and high street retail companies have all the customer satisfaction programmes to maintain their customer loyal to them in all circumstances. Like Tesco, Asda, Amazone, etc.ConclusionIn the above report, I discussed all the five stages of consumer decision making in the light of external variables for marketing perspective. As consumer behaviour is affected by different external variables like culture, sub-culture, friends and family, reference group, demographics, opinion leaders and economical environment. Marketers develop different strategies to influence consumers and try to evoke them for their decision making to buy a specific products or services.Task 2In Noki a PLC, How Maslows hierarchy of need can aid in understanding consumers actions and its practical implemention of marketing strategy in Nokia.IntrodutionNokia is the top selling brand in the mobile environ market of the origination. In this report I am going to pardon the Maslows heirarchy of inevitably for the understanding of consumers actions and the marketing strategies for the future of the company.Maslows Hierarchy Of NeedAccording to Solmon, M, Maslow formulated a hierarchy of biogenic and psycogenic needs, in which certain levels of motives are specified. Following are 5 steps of Maslows hierarchy of need and agree to Maslow, 1 level must be attained before the near level.Physiological According to Maslow, main aim of the individuals is to see the elemental needs food, water,shelter and warmth. After getting their basic needs individuals go for the next stage.Therefore physiologic needs are must to obtain other above stages of need. death penalty Of Physiological in volve In trade Strategy Of Nokia PLCIn the era of fastest growing smart phone market, Nokia is becoming the brand leader due to their range of mobiles. As nokia is the company offering the classification of mobiles for their consumrs which gratify the basic needs of the consumers in a affordable price as the marketing strategy,which keep Nokia worlds queen-sizest selling mobile company.In this competitive environment and supple life mobile is the basic need for an individual so Nokia panoptic fill these basic needs by ranging their price for a common man to elect(ip) class as their marketing and promotional strategy. credential NeedsSecurity is the next step according to Maslow, all consumers are basically stressed about the after effects of any product or service which related to tribute,stability and freedom.If an individual have the basic physiological needs consequently they achieve this as well.Implementation Of Security Needs In marketing Strategy Of Nokia PLCAs Noki a is the well known company in the world of smart phones so consumer have the faith on them about the aegis of their basic needs and the stability of the product .In case of any probelm with the mobile Nokia provides full warranty fo their produts,free accessories and free repairs as their marketing strategy through which consumer get secured and knightly to be Nokia customer.Social/Belonging NeedsAccording to Maslow the next level of hierarchy are social needs, marrow friends and family,loveones and the communication between all individuals is a social need. According to Maslow this need will be only achieveable when the first two needs, physical and security are full filled.Implementation Of Social Need In Marketing Strategy Of Nokia PLCNokia mobiles are very well recognized socially and fulfill all the social needs of the consumers thatswhy they very popular as users kind in mobile market.Now a days where the social networking on earnings made the world very small. Nokia mob iles offered all the features of the current scenario of smart phones by their marketing strategies to promote its product according to consumers demand.Self-Esteem NeedsIn Maslows hierarcy of needs, self-esteem followed by the physiological ,safety and belonging needs which means any individual feel his recognition, satisfation and achievement. For this consumers needs somewhat unique kind of products or services which feel them differnt in the society.Implementation Of Self-Esteem In Nokia PLCAs Nokia is the largest phone company in the world and provide a large variety of mobiles. So according to Maslow for these kind of people Nokia introduce elect class mobiles in the consumers market,which are used as status emblem as their marketing strategy policy of place in this segment.Self-actualizationAccording to Maslow, self actualisation is the last and the top level of hierarcy of needs.To full fill this criteria individual have their own set of principals to judge the product or service in the market.This last need is only achieveable if all other needs of the consumers are being full filled.Implementation Of Self-Actualization In Nokia PLCNokia plc is using opinion leaders in their advertisements like Bruce Lee, Shakirra etc.so that people feel proud to have Nokia smart phones by using in the society to full fill their self actualization need.Nokia brands have a lot of variety of elite class smart phones with lot of applications free of cost for their loyal customer as their marketing strategy. For their promotional strategies they hire top celebrities in their advertisement to attract the consumers market to make them buy their products.ConclusionIn the above report ,I discussed and explain the marketing implementations of the Maslows hierarchy of need, its all five stages accordinglly.How Nokia plc is using these needs to fullfill the consumer demands through applying the marketing strategies. In this Nokia plc is using all the 4Ps of marketing mix to cr eat the needs of the consumers and help the consumers in their decision making process.By using Maslows hierarchy of need theory, Nokia plc is able to saisfy their consumers demands and needs according to the market and attract more and more customers in the smart phone market of the world.