Alex is developing the marketing strategy for a brand of men's clothing. Before he develops his strategy, Alex will conduct research to better understand his customers. Briefly describe a conceptual model that includes the factors he should consider in his research.

Answer 1

Factors Alex should consider include external influences (i.e., culture, subculture, demographics, social status, reference groups, family, and marketing influences) and internal influences (i.e., perception, learning, memory, motives, personality, emotions, and attitudes). These external and internal factors shape consumers' self-concepts and lifestyles. These self-concepts and lifestyles produce needs and desires, many of which require consumption decisions to satisfy.