Business

Globally, companies are continuously adopting strategies that utilize intervening variables to influence customer decision-making processes. The need for organizations to increase profitability and sustainably enhance customer satisfaction has led most companies to invest in activities aimed at shaping consumer behavior. This paper will keenly explain how companies utilize intervening variables to influence customer decision-making processes. The paper will also describe how e-markets are re-defining organizations.

Intervening variables refers to hypothetical internal parameter that have application in describing the relationship between observed variables. This involves the comparison of independent and depended variables especially when there is no connection between the two. Companies utilize these intervening variables to influence customer decision-making processes. Most Companies use intervening variables to make marketing decisions (Lenskold, 2003).  This is especially important because marketers have to consider the entire buying process if they are to influence purchasing behavior. The buying process starts with the recognition of a need this is followed by searching for information, which is obtained from different sources. The customer then uses this information to evaluate products to make a purchase decision. Companies develop intervening variables aimed at providing information to customers in different buying situations. Companies also utilize intervening variables to influence post purchase decisions and the cognitive dissonance effect (Shaughnessy et al, 2006).

E- Marketing is the marketing of goods and services through the internet or World Wide Web. With the revolution in information and communications technology, most organizations are investing in the use of e- marketing. By adopting e-marketing strategies, organizations have been able to reach a bigger audience more conveniently and at a lower cost. The Internet power has been used to appeal to specific interests via geo- marketing tactics. It is also notable that e- marketing has provided an equal marketing platform for small and big organizations. This has tremendously changed the competitive environment, as many small organizations are more able to reach the same audience as the bigger companies (Kotler, et al, 2007).

 Conclusion
It is notable that companies can easily achieve their goals by influencing customer decision-making processes. Companies can successfully utilize Intervening variables to influence purchasing behavior. On the other hand, e- markets have re-defined organizations by changing how business processes are conducted and providing an equal platform for small and big organizations.