2.2 Influence of Marketing

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NESA HSC Y12 BS Course

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4 Terms

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Customer Choice

Customer Choice: decisions & actions of customers/consumers

Four main factors of GESP:

  • Governmental

  • Economic

  • Sociocultural

  • Psychological

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Psychological Influences

Psychological Influences: Influences that are within an individual consumer that influence their buying behaviour

Includes PAMPS:

  • Perception

  • Attitudes

  • Motives

  • Personality

  • Self-image

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Sociocultural Influences

Sociocultural Influences: forces exerted by people or groups that influence individual customer choices.

  • Four main factors are FRSC

  • Family & Roles

  • Reference (ie. peer) groups

  • Social Class

  • Culture & Subculture

    # if ‘boom’ or ‘recession’ is mentioned, this is an economic influence.

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