Factors Influencing Consumer Choice

What customers buy (and why they buy) is under continual change.

Where is the money going and why? What are the trends within the market the firm competes in? 

These changes force marketers to adapt their marketing strategies in response to (or in anticipation of) these changes. 

Continual market research is vital to ensure a firm stays in touch with the realities of consumer behaviour.

Four factors that influence consumer choice are: