This subject aims to develop a student’s understanding of how consumer behaviour is linked to business strategy. Students will be shown how demographics, household structure and social status impacts on consumer behaviour and decision-making and they will then examine how these behaviours can be influenced by marketing strategies. In addition, students will analyse rational and emotional consumer behaviours and the effects of social and cultural differences. Students will also assess the impact of external influences, internal influences and situational influences on consumer behaviour and purchasing habits, with motivation theory utilised in the application of an advertising campaign.