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A restricted budget would for instance negatively influence the purchase decision, whereas an increased discretionary budget would positively influence the purchase decision.
Then, at the level of the external factors, these could include the marketing efforts of the manufacturer / vendor, or the reputation of the towelettes. Specifically, increased marketing efforts to promote the product could materialize in increased trust in the brand, and as such a positive influence on the purchase decision. The reputation of the products could also impact the decision to buy in a direct manner; specifically, positive reputation would have a positive impact on the decision to buy, whereas a negative reputation would have a negative impact on the purchase decision.
All in all, it is obvious that the decision to purchase the...
Given this complexity, it is of the utmost importance for manufacturers and vendors to identify and target the adequate categories of consumers. In this order of ideas, they would focus on the selection of the customer segments which are most likely to make a favorable purchase decision.
In order to identify this specific customer segment, the economic agents would segment the market using a wide array of criteria. Some examples of relevant criteria include gender, age, the level of the disposable income, the general purchase and consumption behavior regarding cosmetics products.
References:
Rosenbloom, S., 2011, Fashion and style skin deep wipe on, wipe off: march of the towelettes
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