20
2.2.3
Customer
Influences
Drives
Marketing
Decisions
(Hawkins;
Motherbaugh:
Best, 2007)
Customer Influences
External Influences
Cultural, Values, Demographic,
Income, Social Class, Reference
Group, households and Marketing
Activities.
Internal Influences
Needs, motives, Emotions,
Perception, Memory, Personality,
Lifestyle and Attitudes
Situational Influences
Physical, Tie, Social, Tasks, and
Antecedent
Decision Process Influences
Problem Recognition
Information Search
Alternative Evaluation
Outlet Search
Purchase
Post-purchase processes
Marketing Decisions
Marketing
Segmentation
Target markets-Single or
Multiple target segments.
Product Positioning
Key product Differentiation
variable and
Position relative to
competition
Marketing Mix
Product
Price
Promotion
Place
In this model, customer influences are the driving forces that identify customer
orientation and determine
marketing decision. It also shows a
model of the
interlink-age
of
respondents’
demographic
profile
with
the
marketing-mix
decisions.
The
marketing
segmentation, product positioning and
marketing
mix
(dependent
variables) depends on
the customer orientation drivers which are external
influences, internal influences,
situational influences and decision process
influences
(Independent Variables). A
customer
can
obtain
information
from several
sources;
Personal
sources
like
family,
friends and
neighbors or Commercial sources or
marketing stimuli
such as advertising,
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