ABSTRACT
Understanding individuals, groups or organisations when they engage in the process of selecting, purchasing, using or disposing of products, services, ideas or experiences to satisfy their needs and wants is the essence of understanding consumer behaviour (Solomon et al., 2013). This understanding needs to be at the heart of any effective marketing strategy. To a large extent, the scale of consumer response to your strategy will determine whether or not your organisation will survive and thrive. Understanding the behaviours of your consumers makes good business sense and is a vital part of a successful digital marketing strategy. Once you have developed a strong understanding of your consumers, you also have the key components for building your buyer persona.
