The Social Factors Influencing Consumer Decision Essay - 1

The Social Factors Influencing Consumer Decision - Essay Example Similarly, the purchase situation also has an impact upon the consumer decision making procedure (South-Western College Publishing, 1997). Hereby, the main objective of the report is to critically discuss the role of internet upon the five stages of consumer decision making process and how internet assists the consumers in their ultimate decision regarding purchase. The first step of the consumer decision making process prompts all succeeding activities. The consumer is bound to fill the gap that exists between the actual state and the desired state when the person’s threshold regarding the problem awareness is reached. It is the external as well as the internal factors that assist in triggering the problem recognition in such cases. In traditional markets, conventional marketing communication increases the demand by means of conventional media such as advertisements made on the television. However, the internet as a medium tends to be comparatively new and therefore novel forms of communication is required. Computer-mediated environments facilitate recognition of the individual needs (Amazon, 2012). In the context of consumer problem recognition, it becomes quite significant for the internet marketers to acquire the consumers in the initial stage. The marketers with the assistance of the databases related to the consumer information are in a good position to identify and predict the requirements of the customer. Amazon.com can be considered as one of the good examples of online business that intends to narrow the service gaps so that the customers demand can be satisfied. When the consumer begins to shop at Amazon’s online store, Amazon tends to comprehend their expectations.