Buyer behaviour in marketing

Throughout their lives, consumers make both simple and complex decisions about acquiring, using, or disposing of offerings. Understanding how and why these decisions are made is of great interest to marketers. Marketers can use such knowledge to understand what is valued by consumers. You will explore both the internal and external influences on the consumer decision-making process. You will also examine how marketers can make use of these consumer behaviour insights to better predict consumer behaviour, influence consumer decisions and develop consumer-orientated marketing strategies.