- View Explanation
- Comment
- 0 Comment(s)
According to Dr. Philip Kotler, “Demand variables are the factors which affect Industry and company sales.” Hence, demand variables are broadly classified into two parts:
a) Controllable and
b) Uncontrollable.
Controllable Demand Variables These variables can be controlled by the business enterprise itself. These variables are the price of the product, quality of the product, and channels of distribution. Uncontrollable Demand Variables These variables affect the demand for the product of the company. They cannot be controlled by the business enterprise. These factors are:-
1. Consumer variables include the factors relating to the behavior of consumers (or customers) such as the nature of consumers, their behavior, needs, income, and numbers, etc.
2. Competitive Variables are the factors which relate to the situation of competition, number of competitors and the policies adopted by the competitors.
3.Environmental variables are the variables that include the economic, social, and political conditions of the country.
a) Controllable and
b) Uncontrollable.
Controllable Demand Variables These variables can be controlled by the business enterprise itself. These variables are the price of the product, quality of the product, and channels of distribution. Uncontrollable Demand Variables These variables affect the demand for the product of the company. They cannot be controlled by the business enterprise. These factors are:-
1. Consumer variables include the factors relating to the behavior of consumers (or customers) such as the nature of consumers, their behavior, needs, income, and numbers, etc.
2. Competitive Variables are the factors which relate to the situation of competition, number of competitors and the policies adopted by the competitors.
3.Environmental variables are the variables that include the economic, social, and political conditions of the country.
