Customers weigh up several factors before making their purchase. Market research of this industry indicates there are five drivers of demand; Retail Price, Advertising, Sales Promotion, Distribution and Product Specifications.
The customer preference table below, taken from the Market Research report, indicates customer preferences / sensitivities for each market segment:
![](https://www.smartsims.com/support/wp-content/uploads/2022/05/Consumer-Preferences-Music2Go-Marketing-Simulation.png)