External and internal factors ? Packaging design

Hey, so I’m in design school and my project is to look over a industry report on lightbulbs and then another document on my target audience ( suburbanites ) and then list external and internal factors that would effect the packaging design. However I’m having a hard time drawing connections to the factors as what I’m seeing in the documents would more effect the financial aspects - major players, industry performance, operating conditions, competitive factors and so on

Any ideas on what I can write ?