Intra-Individual Approach Of Consumer Decision Process

Introduction
A consumer decision process (or cost–benefit analysis) describes the process a customer goes through when buying a product (Engel, Kollat, Blackwell: 1968) (Quotations, 2001)..
One point of exodus in the study of consumer behaviour is the intra-individual approach, which means focusing on the decision –making of individual consumers. Consumers are confronted daily with decisions concerning every aspect of their lives. They have to choose between various brands of products in the supermarket, various types of services when selecting a bank, and various options when buying a car or new house. Every decision a consumer takes is a selection of an option from two or more available choices.
Consumer decision-making: influences variables
From a reasonable point of view, consumer decision-making is seen as a

However, marketers believe that consumers make rational choices, that is they consider all alternatives and choose those that give them the greatest utility. Objectiove criteria, such as colour, weight, size, price, perfomance and warranties from the bases of their decisions. A rational approach to consumer decision making enables marketers to analyse logically consumer decion-making and make predictions of market trends.
The impact of environmental influences and individual differences on the consumer is that they play an important role when it comes to the decision-making process. This process spurs on a consumer’s memory recall, which can then be used in carrying out a purchase and deciding whether it was a satisfactory action or not (Quotations, 2001).
Internal or individual factors influencing consumer behaviour
Internal influences are able to play a huge role in affecting a consumer’s behaviour and include the following issues namely, perception, needs, learning, attitude, motivation, and