The purpose of this assessment is to assess the following Learning Outcomes:
a. Analyse the conception of consumer behaviour and reveal its importance as a framework to help managers understand and solve marketing problems
b. Evaluate the influence of the internal factors of perception, motivation, learning, attitude, personal characteristics and personality on the behaviour of customers
c. Discuss the consumer decision making process and identify the role of the consumer as a decision maker and a product user
d. Evaluate the influence of society and social class on consumer behaviour and identify the diversities in consumers
e. Apply the understanding of consumer behaviour into a real world business scenario and develop marketing strategies for competitive advantage
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