Q21 (a)

Criteria	Marks
Provides characteristics and features of ONE factor influencing customer choice for this business	3
Sketches in general terms ONE factor influencing customer choice for this business	2
Recognises a factor influencing customer choice for this business	1

Sample answer:

Sociocultural features include the influences exerted by peers, family and the social class of the customer. For this business, customers of a high social class would likely purchase an expensive car that has improved safety and performance aspects of the vehicle. Peers and family would also influence the choice as the customer would want to ‘fit in’ with their expectations. High-income earners may also be influenced by peers to purchase a high-end vehicle that is a status symbol.