QUESTION $2[20$ MARKS$]$

You have now looked at the products and services provided by your company and demonstrated how

your department can build long$-$term customer relationships with existing and new customers. As a

result, you must have an understanding as to whom you are selling and their buying behaviour to be

able to market this new line effectively.

Consumer buying behaviour is influenced by a multitude of factors and, as a marketing manager, you

must have a working understanding of it as it is essential for the survival and success of your company,

brand and products in the marketplace.

Assess the four factors of consumer buying behaviour:

$$ Cultural factors;

$$ Social factors;

$$ Personal factors; and

$$ Psychological factors.

And evaluate how each of these factors will allow you to better understand your customers and to

market the retailer$$s new product line effectively