Answer any TWO of the following THREE questions. (20 marks) 1. Describe the concept of culture as it relates to consumer behaviour. Give an example to show how "culture" affects the planning for a new bank branch in a large city like Toronto. 2. Describe the concept of reference groups in consumer behaviour. Using specific examples, explain how reference groups might influence the selection of a financial product or service. 3. Describe the concept of psychographics in consumer behaviour. Explain how psychographics might be used by a bank to segment its customer base