Consumer Behavior Mind Map Paper

Good Essays
Diego Corona
861126569
Berg-Ridenour
Bus 112
May 1, 2014

Reflective Mind Map Making a purchase isn’t always simple, some purchases require more thought than others before making a final decision. No matter what the purchase is, the consumer’s consumption process is influenced directly effecting the decision of what to purchase and how to purchase. A consumer’s purchasing decision is a product of both internal influencers and external influencers, which effect their wants, needs, cost, benefits and reactions. To give a better explanation of how the consumption process is influenced by internal and external influencers, a mind map was created on a recent purchase made of an item over $50, a Microsoft Surface Pro 3. According to the Best Buy sales person, the Surface was released to be the “Laptop Killer”. Given its processing and memory capabilities this tablet has won enough recognition to not only compete with fellow tablets, but be a competitor in the laptop market. Even though it is recognized for being a phenomenal product, the Surface is still in works of penetrating the laptop market. This was my first laptop purchase, so the benefits had to outweigh my willingness to pay hard earned money. The internal influencers in the consumption process are Consumer psychology and consumer personality factors. External influencers in the process are social environment and personal factors. The psychological factor of a purchase effects how and why a product or service is purchased and why one product is purchased and which one is not. This influences feelings, thoughts, perceptions, and attitudes toward a potential purchase. For this purchase, perception and attitude were main influencers. My perception of Microsoft has always been great, I have been using their programs for years now, so seeing their entry into electronics was exciting. As a previous apple user it was difficult to think of getting anything else, but seeing friends use previous models of the

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