The Consumer Journal Report requires you to analyse the internal and external factors influencing the consumer decision-making process for a major purchase – e.g. a car or a holiday I chosen PS4 on...

Factors Influencing Consumers in Purchasing PS4
Factors Influencing Consumers in
Purchasing PS4
Report
2
Table of Contents
Introduction ................................................................................................................................ 3
Internal Factors .......................................................................................................................... 3
Personality.............................................................................................................................. 3
Lifestyle ................................................................................................................................. 3
Motivation built within .......................................................................................................... 4
Roles of individuals involved ................................................................................................ 4
External Factors ......................................................................................................................... 4
Difference in Culture ............................................................................................................. 4
Membership in Groups .......................................................................................................... 5
Situation of making Purchases ............................................................................................... 5
Analysis of How Consumers can make Decisions .................................................................... 5
Conclusion ................................................................................................................................. 6
References .................................................................................................................................. 7
3
Introduction
This report will be focusing on the internal and external factors that have the tendency of
influencing consumers in the process of making major purchases. The main focus of this
eport will be on what factors influenced decisions of a consumer while purchasing PS4.
Every day consumers face problems in making decisions on purchases. However, all
decisions are not treated in a similar manner as others. Certain decisions are highly complex
in nature than other purchase decisions and thus extra efforts are required from the side of
consumers (Perner 2002).
Major purchases of new devices or products are considered as the most difficult purchases as
these devices are known to be important for consumers and there is lack of experience in
making these purchases also involving heavy investment at times. Consumers face lack of
confidence while purchasing PS4 as it involves extensive decision making.
Internal Factors
There are three basic areas of internal factors that have the potential of influencing purchase
decisions of a consumer. These are influences of psychology, influences of society, and
influences of situations. These influences consist of both, internal as well as external factors.
However, it can be stated that most of the internal factors fall under the category of
influences of psychology (Rick 2004).
Personality
Personality is considered as the sum of experiences of sensors of others they face while
experiencing an individual. This particular factor can be categorized under influences of
psychology. For marketers promoting PS4, it is necessary for them to know what personality
the consumer of PS4 might possess. Consumers of PS4 include mostly males of all age
groups, from young teenagers to individuals in their early 40s and even senior citizens who
feel younger with the help of PS4. It is...