The controllable variable affects the decision making process of purchasers and consumers.
To understand this statement, you need to appreciate that a "controllable variable" is essentially the part of an experiment that never changes.
It remains a constant throughout, and is often seen in experiments pertaining to three main categories/parties:
(1) Product/service.
(2) Medium.
(3) Merchant/intermediary.
This subset highlights the fact that the principle of traditional marketing – the purchasers interaction with both controllable and uncontrollable factors has a powerful effect on the decision making process. (O’Cass
and Fenech, 2003).
A purchaser's exposure to a company's marketing efforts can therefore be seen as a controllable variable with direct influence on the purchase decision.
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