Sample Essay On Factors Affecting Consumer Decisions
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Factors Affecting Consumer Decisions

Consumer’s decision in a commercial environment is affected by external and internal factors. The extents to which the factors affect a consumer’s decision also depend on an individual. However, understanding the factors helps a consumer to make wise and informed decisions before making a purchase.

Taste

Personal taste and preferences affect an individual’s perception of a product or a service. This is a major factor especially when it comes to food and fashion. Therefore, before buying a specific product, a consumer has to settle for the most ideal product based on his or her preference.

Experience

Consumers also make their decisions based on the experiences of other people. Additionally, a consumer can buy a product if it satisfied his or her needs in the past. This is a common scenario especially if the requirements have not changed. A consumer can also seek recommendation from other people based on their experiences.

Politics

Politics also determine whether a consumer will buy a specific product or service. For example, a consumer will consider a product is environmentally friendly or sustainable or social aspects such as the manufacturing place. When it comes to politics, a consumer also has to decide whether the product is a need or simply a want.

Purchasing environment

The purchasing environment is also one of the factors that influences a consumers a decision. This often depends on the atmosphere and convenience. A consumer’s mood, crowds and lighting also influences the purchasing decision of a consumer. These factors play a crucial role in creating a perception over a specific product or service. For example, a consumer may prefer to purchase clothes in a boutique other than online.

Personal limits

Personal limits including a consumers ability to purchase a product also affects consumer decisions. For instance, if you want to buy a car, you can easily choose between automatic and manual models.

Availability

Availability is also a factor that determines whether a consumer purchases a product or not. When a product is exclusive, its availability is limited based on a consumers personal circumstances including location and age.

Price

The cost of a specific product or service is additionally one of the most important factors that affect a consumer’s decision. This is based on the fact that you can buy a product depending on the amount of money you have.

Additionally, the cost of a product affects a consumer’s perception of a specific product. Superior products are often perceived to be of the best quality and vice versa. A consumer can also purchase an affordable or costly product because it meets his or her requirements.

Peer pressure

A consumer’s decision is also affected by peer pressure. For instance, you can purchase a mobile phone because your friends and family want to communicate with you often. They can insist on a device with live chat features such as Skype for enhanced communication.

It is good to note that marketers are also considered a specific form of peer pressure in a commercial setting. This is because of the words and emphasis the put on the benefits of using a specific product. This can be through word of mouth or other forms of advertisement.

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