About this course
Explains how consumers recognise needs, search for information, compare options, buy and evaluate products. Delegates examine psychological influences such as motivation, perception and attitudes, social and cultural influences including family, reference groups and income, the consumer decision process, brand loyalty and switching, and how these insights apply to segmentation, pricing, product and promotion decisions in African markets.
Why this course
Marketing decisions based on assumptions about customers often miss the mark, especially in markets with wide differences in income, culture and access. Understanding why people buy helps businesses design products, prices and messages that match real consumer behaviour and so improves sales and loyalty.
What delegates will be able to do
By the end of the course, delegates will be able to
- Describe the stages of the consumer decision process for a given product
- Analyse psychological and social factors influencing a target market
- Apply behavioural insights to segmentation and targeting decisions
- Identify drivers of brand loyalty and reasons customers switch
- Design a simple consumer research exercise to test assumptions
Who should attend
Marketing officers, brand and product managers, market researchers, sales managers and SME owners in private companies who make decisions about products, pricing or promotion. Basic marketing knowledge is helpful.
How it is delivered
Facilitator-led sessions with consumer case studies, analysis of advertisements and buying situations, and group exercises applied to delegates' own markets. It is available as a public course, in-house at your premises, or as live virtual sessions. Duration and dates are confirmed in your quote, and in-house groups can have the examples and exercises fitted to their organisation.