What is the difference between consumer and customer?
Why that distinction matters?
Explain the importance of the consumer audit.
Explain the concept of consumer buying behaviour.
Identify and explain the steps in the model of consumer buying process.
How each step improves our understanding of buying behaviour.
How understanding of each step can improve the effectiveness of marketing programmes.
Identify & explain the weaknesses of the consumer buying process.
Identify and examine the major factors that influence consumer buying behaviour.