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'Why is it so important for academics and marketing managers to understand the impact of external influences on consumer behaviour?'

Date Submitted: 11/21/2003 22:45:10
Category: / Business & Economy / Marketing and Advertising
Length: 8 pages (2148 words)
Consumer's need for goods, both products and services, is affected by three factors: memory, internal (individual) differences and external (environmental) influences. All of these features are important to academics and marketing managers as they help to ascertain the customer's need recognition. However, external influences are probably seen to be the most important as it is the easiest and less time-consuming to study. It has also been noted by researchers that internal differences are influence by …
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…brand purchase influences on young adults. The Journal of Consumer Marketing. Volume 15. Issue 4. pp.372-385. ·McConnell, J. The economics of behavioural factors on the multi-national corporations. Proc. American Marketing Association. U.S.A. 1971 ·Rose, G, Boush, D and Shoham, A. Family communication and children's purchasing influence: A cross-national examination. Journal of Business Research. Volume 55. Issue 11. ·Slama, M and Taschian, A. Selected Socioeconomic and Demographic Characteristics Associated with Purchasing Involvement. Journal of Marketing. Volume 49. Issue 1. p.72.
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