A critical and daily goal for every retailer who wants to survive and flourish in today’s complex retailing environment is to affect how consumers think about and behave towards their business and all it has to offer. However to affect the whats or whens and hows of consumer buying behaviour, retailers must first understand the whys.

Truly understanding how your consumers respond to various product offerings, pricing policies and promotional tactics provides you with a sustainable advantage over your competitors. To more effectively compete you should therefore spend more time understanding how consumers make their buying decisions; the process they follow and the factors that influence their choices.