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Explain why marketers study buyer behavior and discuss characteristics affecting consumer behavior. Which characteristics do you think would have the greatest impact on your decision to select a restaurant to celebrate a special occasion, such as a birthday or anniversary?

Richard, a non-urban dweller and a socially active person, wanted to spend a long holiday at a famous beach resort in the Philippines. He learned about the target tourism spot from a Web site and social media advertisements. When Richard looked up this beach resort on the Internet, he found online communities that discuss particular experiences at the resort. He also consulted his friends about traveling to the country and received feedback. In this scenario, identify the external factors that can influence Richard’s purchasing decision.