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SECTION 6: MARKETING (cont’d) CONTENT
SPECIFIC OBJECTIVES
Students should be able to: Factors that influence consumer behaviour:
4. describe the factors that influence (a) price;
(b) price of substitutes;
consumer behaviour; (c) quality;
(d) taste;
5. identify factors affecting packaging (e) tradition;
and presentation of goods; (f) income (affordability);
(g) spending patterns; and,
6. describe methods of promoting (h) brand loyalty.
sales; Packaging:
(a) presentation; and,
CXC 08/G/SYLL 17 (b) use of brand names.
Methods of promoting sales:
(a) advertising:
(i) functions and forms;
(ii) promotion including trading
stamps and coupons, loyalty
points, rebates, bundling;
and,
(iii) loss leaders.
(iv) social media
(b) public relations including business
entertainment and the offering of
special awards and sponsorship;
(c) sales promotion; and,
(d) personal selling.
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