Question
Understanding consumer behaviour is crucial for the development and execution of effective marketing strategies. (a) Explain the 5-stage model of consumer buying process in detail.
Understanding consumer behaviour is crucial for the development and execution of effective marketing strategies.
(a) Explain the 5-stage model of consumer buying process in detail.
(b) Illustrate your answer with example of one "convenience product".
(c) Explain with example different types of "reference groups" that impact consumer behaviour.
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Retail Category Management
Authors: Deborah C. Fowler, Ben K. Goh
1st edition
135152089, 978-0135152089
