Internal Influences

• By tapping into consumer perceptions, a product can be marketed in such a way as to create a fantasy scenario. The individual often sees themselves, and the world in which they live in, in a predefined way. This level of perception is usually created by the way information is processed as we experience things. However, those perceptions do not necessarily equate to reality itself. Instead, it relates to the things that actually stimulate us and this can trigger buying patterns if a product is marketed to fulfill those stimuli. By providing the key components such as personality, self-worth, interest and motivation, a buying influence can be easily achieved.
  
  

External Influences

• Rather than tapping into the needs of the individual, external influences are created by identifying with the world that surrounds them. Culture has a significant influence on consumer spending. The individual has to know that they are buying the right product at the right time and marketers often use trends as a trigger for making a purchase. Trends are often established through shared ideas among society and can range from a willingness to focus on environmentally friendly products to religion or geographical locations. By establishing group membership triggers and a feeling of belonging, purchasing decisions can be successfully influenced.
  
  

Purchasing Decisions

• Purchasing decisions are often made subconsciously, especially with a minor new purchase that is unimportant in terms of need or money. However, a major new purchase requires a sense of confidence and justification and this is more difficult to establish. To market a product successfully and to influence the buying decision, companies must be abundantly clear about the benefits it provides, the value that it adds to our lives and the sense of security that it gives us.
  
  

The Five-Step Consumer Process

• The typical consumer will go through five steps on their way to making a purchase and influences must be adopted at each stage. There must be an initial need for the product and this is subsequently followed with the search for a suitable item. The consumer will need to be able to evaluate their options easily before being guided into actually making the purchase. Finally, the product must encourage repurchasing opportunities by fulfilling the original need again. The final step is incredibly important in creating brand loyalty.