Key Influences on Consumer Decision Making

Learning Objectives

In this section we will learn about the key demographic, social, and situational influences on consumer decision making.

Upon completing this section students should:

  1. Identify the key demographic, social, and situational influences on consumer decision making.
  2. Discuss how consumers respond to some of the key influences.
  3. Provide examples of marketing strategies that use external factors to reach and influence consumers.
  4. Discuss and give examples of different types of social influences such as reference groups and opinion leaders.

 

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