Marketing 20 | Saskatchewan Curriculum

(a)	Discuss the importance of understanding consumer behaviour for effective and successful marketing.
(b)	Discover how and why consumer behaviour can change over time.
(c)	Examine the relationship among Maslow’s Hierarchy of Needs, consumer behaviour and marketing.
(d)	Describe the five stages (i.e., problem recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour) of the purchase decision process that a consumer goes through in making purchasing decisions.
(e)	Reflect on personal experiences with the purchase decision process.
(f)	Examine factors that influence consumer buying behaviour including: situational (e.g., reason for making a purchase; social surroundings such as others present at the time of purchase; physical surroundings such as background music, decor and crowding; the time of day or amount of time the consumer has available; timing of the purchase [e.g., last-minute]; and the consumer’s mood); psychological (e.g., motivation, personality, perception, lifestyle, attitudes and beliefs); and, socio-cultural (e.g., word of mouth and opinion leaders; reference groups such as family, friends, celebrities or athletes; culture and subcultures).
(g)	Identify examples of referral marketing (e.g., Uber share codes or refer a friend promotions).
(h)	Explain the concept of buyer’s remorse and its potential impact on both buyers and the sellers.
(i)	Research ways (e.g., a coupon towards a future purchase, loyalty cards/programs and money-back guarantee) marketers attempt to reduce buyer’s remorse.
(j)	Explain the components of the AIDA model including Attention, Interest, Desire and Action.
(k)	Relate the AIDA model to marketing strategies that capitalize on consumer behaviour.
(l)	Reflect on ways that consumer behaviour can affect individuals as well as others in all aspects of life (e.g., at home, at work, at play and at school).

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