Highlights
Analyse consumer behaviour
1.1 Source information on market for a product or service according to marketing plan
1.2 Identify consumer attributes for market from market profile and existing customer data
1.3 Identify and compare features of product or service according to marketing plan
1.4 Investigate consumer need for the product or service through analysis of trends and past performance, where possible
2.3 Assess organisational capability and respond to consumer demand for products or services
PE 1 analyse the behaviour of two different consumer types.
KE 1 industry, product and service knowledge for analysis of consumer behaviour
KE 4 objectives of marketing strategy including:
• addressing innate and acquired needs of consumers
• appealing to motives that influence decision-making
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