Please refer to the Consumer Behaviour Audit table on pages of your text book. The group needs to do a consumer behaviour audit for a specific product or service, covering the following aspects:
• Internal Influences on Consumers
• External Influences on Consumers
• Market segmentation
• Product Positioning
• Pricing
• Distribution
• Promotion.
Marking Criteria:
• Introduction
• Internal and External Influences on consumers
• Selection of the target Market
• Determination of product positioning
• Structuring the elements of Marketing Mix