First, let's look at the sections of the syllabus that this question assesses. We notice that
"factors influencing customer choice" comes from the influences on marketing component. Marketing strategies in this section is being referred to as a whole, meaning that any of the elements that fall under the marketing strategies component may be used in your response.
In terms of structure, you may wish to follow a structure similar to this:
- Introduction
- Body paragraphs
- Conclusion
Consider the following example of a sample paragraph covering the economic factor influencing customer choice:
Economic activities influence consumers’ buying behaviours. During recession, consumers are more reluctant to spend, especially when considering higher-priced items. During boom periods, consumer confidence rises and they are more willing to spend. Domino’s pricing strategy is price points, where its menu range includes higher-price gourmet pizzas as well as low-price value pizzas. This means the products that it offers display a good price range suitable for all types of consumers during different periods of the economic cycle. On the other hand, promotion at Domino’s varies depending on economic activity. During economic downturn, Domino’s advertising addresses the recession as well as the value its products deliver, which is as seen during the 2009 recession. This is done to increase the appeal of Domino’s low price range products, ensuring that recession will not affect it negatively. During a boom, even though consumers are more willing to spend, they may choose to purchase pizzas from gourmet Italian restaurants or Crust instead. Domino’s advertising during boom period focuses on its high quality ingredients, menu range and introduction of new products.
As you can see, this sample paragraph integrates syllabus elements required by the question (the Economic factor influencing customer choice being highlighted in orange, and the marketing strategies components being highlighted in green). The student has also integrated relevant case study material to support their point (highlighted in blue). This paragraph attempts to indicate the effect of economic conditions on a business and used Domino's to reinforce their point. The point is then furthered (in order to thoroughly address the question) by exploring how the assertion relates to marketing strategies of a business, which the student also illustrated through the use of Domino's as a real-life example.
I hope this helps!
