Unit of competency Outline

Date retreived
22/07/2026 4:05 AM AWST

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Analyse consumer behaviour

Analyse consumer behaviour

Unit of competency
National Code
BSBMKG419
State Code
AWF88
TGA Status
Replaced
DTWD Status
Transition (Replaced)
Current Release Number
1.00
Current Release Date
14/01/2016
View on TGA
State Implementation and Classification
Approved Date
05/07/2016
Field of Education
080505 - Marketing
Original Release Date
05/07/2016
Nominal Hours
55
Description
This unit describes the skills and knowledge required to analyse consumer behaviour for 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. They conduct a thorough analysis of consumer attitudes and behaviour, and make recommendations 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 a 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 a 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 Review relevant data to determine consumer digital footprints, engagement journeys and expectations
  • 2.6 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 Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions
  • 3.4 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
AUJ44 BSBMKG402 Analyse consumer behaviour for specific markets Unit of competency
Replaced By
State Code National Code Title Type
OCF58 BSBMKG435 Analyse consumer behaviour Unit of competency