When identifying the target markets for a product or brand, it is important to know what factors influence the behaviour of potential markets. It would be folly to target any market without first understanding potential influencers of people’s behaviour within that market. For example, there is little point in trying to market premium cuts of pork in the middle east. When developing a strategy to fully leverage the potential of the primary and secondary target markets, it is essential to understand the range of influencers that impact consumer decision making. These factors include those which can and those which the brand can’t influence. FIVE INFLUENCERS Five types of drivers of consumer behaviour have been identified in research. They are: Psychological Social Cultural Economic Personal PSYCHOLOGICAL A range of psychological factors significantly impacts consumer decision making. Motivation is a critical factor. Consumers are motivated by different outcomes at different times and at…