Propose a full model of consumer decision making. In your model outline the main variables involved during consumer decision making, and the relations between those variables. Present your model graphically (i.e. flow chart) specifying clearly the main causal linkages, the mediating and the moderating variables. Justify the variables and the linkages by reference to the theory from the lectures and your readings.

Discuss how you could use this model to design a marketing strategy for a launch of a new brand of "FizZBub" (acarbonatedrefreshingly low sugar soft drink for the Gen Z generation). In your strategy, outline how you will position the product in consumers' minds for maximum competitive advantage. In outlining your marketing strategy, specifically discuss how you will influence, and/or respond to, each of the variables in your model.

How does your model help you predict the consumers' responses to your marketing strategy and how can you use these predictions to respond to changes in consumers' preferences over time.