Unit of competency Outline

Date retreived
21/07/2026 11:17 PM AWST

Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.

Analyse consumer behaviour for specific markets

Analyse consumer behaviour for specific markets

Unit of competency
National Code
BSBMKG402
State Code
AUJ44
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
25/03/2015
View on TGA
State Implementation and Classification
Approved Date
15/09/2015
Field of Education
080505 - Marketing
Original Release Date
15/09/2015
Nominal Hours
50
Description
This unit describes the skills and knowledge required to analyse consumer behaviour for specific markets and specific needs.It applies to individuals who need to analyse consumer behaviour to examine factors that impact decisions to purchase products or services. Having thoroughly analysed consumer attitudes and behaviour, recommendations can be made on marketing strategies to increase consumption of the product or service being marketed.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Confirm product or service market
  • 1.1 Gather information on market or market segment for a product or service in accordance with marketing plan
  • 1.2 Identify consumer attributes for market or market segment from market profile or existing customer data
  • 1.3 Identify and test features of product or service in accordance with marketing plan
2. Assess reasons for existing levels of consumer interest
  • 2.1 Investigate consumer need for the product or service through analysis of trends and past performance
  • 2.2 Review past marketing or positioning of product or service in relation to effectiveness of its focus of appeal
  • 2.3 Assess, estimate and test impact of individual, social and lifestyle influences on consumer behaviour for a product or service
  • 2.4 Analyse consumer responses to previous marketing communications
  • 2.5 Assess organisational capability to respond quickly to consumer demand for products or services in accordance with marketing plan
3. Recommend focus of appeal for marketing strategies for product or service
  • 3.1 Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making
  • 3.2 Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies
  • 3.3 Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan
No information
No information
Replaces
State Code National Code Title Type
D0856 BSBMKG402B Analyse consumer behaviour for specific markets Unit of competency
Replaced By
State Code National Code Title Type
AWF88 BSBMKG419 Analyse consumer behaviour Unit of competency