Q4. For a product of your choice, explain how understanding the Consumer Decision Making Process will help a business predict its customers’ behaviour towards its products more accurately

The following learning outcomes for the module are applicable to this assignment:
• Understand the concepts of segmentation, targeting and positioning
• Describe how the marketing environment affects a firm’s strategy
• Describe the role of marketing within service firms
• Analyse the marketing mix

Resubmission Question

Your response should be 1500-2000 words.
Figure 3.1 in the core textbook sets out the Consumer Decision Making Process, which starts with ‘problem
recognition’ and ends with ‘post purchase evaluation’.
For a product of your choice, explain how understanding the Consumer Decision Making Process will help a business
predict its customers’ behaviour towards its products more accurately. Suggest marketing activity that will help a
business guide its customers through the Consumer Decision Making Process more successfully so that sales are
maximised.

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