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

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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