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Your Aunt Susan Uppendown is a farmer who owns a piece of land near Palmerston North that has some stunning views, with cliffs over a river below. Susan wants to use the property for an adventure tourism business, offering bungy jumping, abseiling, climbing and base-jumping activities. Susan thinks that anyone aged between 18 and 22 years old will be a likely customer and is all set to design the business around that assumption. However, you know that there are many factors other than just age that influence buyer behaviour.
a) Explain the FOUR major characteristics that influence consumer behaviour.
b) Discuss THREE specific factors (other than age) that might influence whether people will be likely to be interested in Susan's proposed adventure tourism business. Ensure you include examples related to the scenario.
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