Influences on the marketing mix

• Consumer products are bought by individuals like us: we either consume them ourselves or give them to others to consume
• Although we can buy logically, there will also be occasions when we are emotional and are affected by all kinds of factors such as brand image
• Industrial products are sold to businesses, which use them for their processes - therefore, a business may deal with professional buyers who are less interested in packaging + branding, will want to understand exactly how the product represents value for money and how it helps the business improve its competitiveness