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CASE STUDY REVIEW QUESTIONS 1. Why is it important to study the composition of the decision making unit? To what extent do you think this

CASE STUDY REVIEW QUESTIONS

1. Why is it important to study the composition of the decision making unit? To what extent do you think this research approach will give a complete understanding of how family units make purchases?

2. What new possibilities, if any, for market segmentation are opened up by this approach to the study of buyer behaviour?

3. Critically assess the scope for expanding this type of research as a means of learning more about buyer behaviour.

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