Question
5. A marketer for an automobile line wants to launch a new car model to target affluent consumers in Malaysia. Therefore, the marketer needs to
5. A marketer for an automobile line wants to launch a new car model to target affluent consumers in Malaysia. Therefore, the marketer needs to understand how and why consumers exhibit certain behaviours. Using the consumer decision-making model, evaluate and explain in detail the PROCESS component of this model. Provide relevant examples relating to the situation.
(MLO3: 25 marks)
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Business research methods
Authors: William G Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griff
8th Edition
978-032432062, 0324320620, 1439080674, 978-1439080672
