Buyer Behaviour Analysis – The Psychology of Buying
Critically evaluate how consumer motivation(700words), perceptions(700words), learning(700 words) and attitude formation (700 words)could influence purchasing (including emotional drivers) of your chosen product. In addition to taking a broad view you will need to refine your analysis to consider a specific example.
The assignment is to be presented in a format of a Business Report.
Students from the International Marketing MBA Programme should choose a company from the Car Retailing sector.
* Critically evaluate
* Consider a specific example—choose a brand& type of car
* a company from car retailing sector ( manufacture, dealership)
* More about the person than the brand( marketing)
* Buying process, motivation(need—awareness-info search—evaluation )
* Use some model to support idea (can use “Maslow” in motivation.