Study case: You are employed by an organization that runs a chain of retail stores across South Africa.The organization sources local products and caters to smaller communities with little access to the major city centres. These retail outlets offer superior products t very affordable prices. They also used local suppliers and vendors to help the communities grow. After five years as a marketing coordinator for your organization, you have been promoted to the head of the marketing department.

Define the model for consumer buyer behaviour and discuss the environment marketing stimuli: product, price, place promotion.

other stimuli: economic, socio-cultural, technological, buyers black box - buyers characteristics buyers decision process and buyers responses - buying attitudes and preferences, purchase behaviour what the buyer buys, when, where and how much brand and company relationship behavior