This subject provides students with an understanding of how buyers and consumers behave and how to correctly identify consumer needs and wants. Students will examine the behaviour of consumers from both psychological and sociological perspectives by critically examining marketing strategies that businesses adopt. In addition, this subject will investigate buyer decision-making processes and the internal and external influences on the purchasing and consumption process. Students will develop knowledge and practical skills that are reliant on gaining a sound understanding of the individual, group, and societal influences that impact upon customer decision-making processes.