Which of the following is NOT considered a market screening factor?

Personal preferences are not considered a market screening factor because market screening generally involves analyzing objective and quantifiable data to identify viable markets. Market screening factors typically assess the economic, legal, and competitive environment of potential markets, which helps businesses to decide where to enter based on practical and measurable criteria.

Basic needs potential is a market screening factor because it reflects the essential demands of consumers within a market, indicating the likelihood of business success. Market entry barriers refer to the obstacles that companies face when entering a new market, such as regulatory constraints or competition, which are crucial for evaluating market viability. Financial investment returns are used to estimate the profitability of investing in a market, serving as a critical metric during the market selection process.

In contrast, personal preferences are subjective and vary widely between individuals. They do not provide a reliable framework for assessing the potential success of a business in various international markets, as they do not align with the empirical and data-driven nature of market factors.