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    Internal and External Influences on Consumers

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    What are the differences between internal and external influences on consumers?

    © BrainMass Inc. brainmass.com October 2, 2022, 12:12 pm ad1c9bdddf
    https://brainmass.com/business/marketing/internal-external-influences-consumers-499083

    SOLUTION This solution is FREE courtesy of BrainMass!

    Internal factors are usually referred to as personal factors, and identify a consumer's ability to benefit directly from a product. For example, a consumer wants a cell phone to make calls, a car to go to work, and a computer to play games. Each of those purposes is a motivation for a consumer to make a purchase of that particular product. They are internal factors because the decision to buy the product comes from their own personal desires and perceptions. The way they perceive the importance of a particular product affects their decisions to make a purchase.

    External factors, however, are slightly different. They are based on social norms that impact consumer behaviour. This is an extremely important concept in terms of marketing, and is identifiable in purchases that are related to brand-name products. For instance, a consumer may purchase a particular item of clothing because they saw their favourite athlete wear that product. Alternatively, a consumer may purchase a product that has some cultural value, for example, Apple Inc. always states on their products that it was 'Designed in California', building on the message that their products are American made.

    While internal factors are personal, external factors are influenced by society.

    I hope this helps answer your question.

    Ibrahim M. Abdellah

    This content was COPIED from BrainMass.com - View the original, and get the already-completed solution here!

    © BrainMass Inc. brainmass.com October 2, 2022, 12:12 pm ad1c9bdddf>
    https://brainmass.com/business/marketing/internal-external-influences-consumers-499083

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