External factors are characterized in two groups. The first being one's culture, family, or reference group, and the second being environmental and situational factors. These external factors although seemingly adventitious by title have great influence on the behaviour of consumers. Their effect is the "total environment" that Holloway refers to in which consumer behaviour theories exist (155). Like all sciences, consumer behaviour theories are constantly tested and adapted in a dynamic equilibrium. It is important to …showed first 75 words of 1872 total…

…showed last 75 words of 1872 total…managers to be affective in their position they must take into consideration these external factors to better-forecast consumer behaviour. The latter, understanding consumer behaviour theory is pertinent to the success of academics. By understanding how external factors affect the implementation of consumer theory, they can better forecast their accuracy. Therefore for both marketing managers, and academics, understanding external factors allows them a better level of accuracy and success in completing the tasks placed before them.