Consumer Buying Behaviour Essentials

You can start studying this course at any time of the year as soon as you have completed your registration, you can get started. There are no specific registration dates!

Study Phase 1: Quiz 1

• Consumer behaviour and creating market value for customers
• Market characteristics
• Building relationships with customers
• Personality, self-concept, and demographics

Study Phase 2: Quiz 2

• Customer motivation and attitudes
• Customer perception
• Learning and memory
• Culture perception
• Learning and memory
• Culture and the consumer
• Groups and social class
• Groups and social class
• Household decision making

Study Phase 3 Quiz 3:

• The online world and customer behaviour
• The consumer decision-making process
• Organisational buying behaviour
• Post-purchase customer satisfaction

Work through the workbook. At the end of each Study Phase, there is a quiz to complete. You need to complete and pass each of the quizzes with a minimum of 70% to get a certificate. No restrictions on your attempts.

1. Demonstrate understanding of consumer behaviour models and their application in formulating marketing strategies.
2. Classify and compare various components of market value, and illustrate how value is added in product or service bundling.
3. Outline and describe different roles of customers in marketing, giving examples of their impact on strategy formulation.
4. Develop methods to measure customer value and apply these in practical market research scenarios.
5. Segment the consumer market using LSM descriptors and other techniques, evaluating their effectiveness in different market contexts.
6. Identify and explain the influence of various factors (economic, governmental, physical, social, technological) on consumer behaviour.
7. Make use of consumer behaviour insights to plan and organise marketing strategies, focusing on trends like green and gender-based marketing.
8. Utilise knowledge of South African market demographics for effective marketing decision-making and strategy development.
9. Interpret evolving market trends and practice applying these insights to influence consumer behaviour.
10. Prepare case studies and produce solutions to real-world marketing challenges, demonstrating practical application of theoretical knowledge.