Learning outcomes

On successful completion of

this unit you will:

Assessment Criteria:

LO1

Understand buyer behaviour

and the purchase decisionmaking process

1.1 describe the main stages of the purchase decision-making process

1.2 explain theories of buyer behaviour in terms of

individuals and markets

1.3 explain the factors that affect buyer behaviour

1.4 evaluate the relationship between brand loyalty,

corporate image and repeat purchasing

LO2 Be able to use marketing

research techniques

2.1 evaluate different types of market research techniques

2.2 use sources of secondary data to achieve marketing

research objectives

2.3 assess the validity and reliability of market research

findings

2.4 prepare a marketing research plan to obtain information in a given situation

LO3

Be able to assess market

size and future demand

3.1 assess market size trends within a given market

3.2 plan and carry out a competitor analysis for a given

organisation

3.3 evaluate an organisation’s opportunities and threats for a given product or service

LO4

Be able to measure

customer satisfaction

4.1 evaluate techniques of assessing customer response

4.2 design and complete a customer satisfaction survey

4.3 review the success of a completed survey.