Understanding & Researching Consumer Buyer Behaviour.

 

 

“Impulse purchases do not conform to the rational planned decision making
perspective in consumer buyer behaviour. Instead it is a highly complex
emotional and reactive goal process. Discuss the nature of impulse purchasing
patterns and evaluate how an understanding of impulse purchasing patterns can
be incorporated into marketing campaigns and strategies. Illustrate your
answer”

essay instructions:

You are a marketing consultants specialising in consumer buyer behaviour. You
have been asked by a client to write an essay on the above topic. They have
specifically asked that you address the following –

• Outline the key consumer psychology and buying behaviour theory/ies/concept/s
being addressed.

• Draw conclusions from the academic journal article/s and relate them to the
main theory (The rationale for this is for students to familiarise themselves
with academic journal articles and to appreciate journal articles as sources of
information for consumer and buyer behaviour research and concepts.)

• You must show how the article/s relates to the main key theory/concept

• You are required to use at least two of the journal articles listed in the
given topic (but must also research more) & must still show the link to the
main key theory/concept). The list can be found on weblearn

• Discuss the applications and marketing managerial implications of consumer
buyer behaviour theory/is and journal articles to marketing activities (e.g.
give real practical examples of the concept and theory). This includes what
companies have done with their marketing mixes to illustrate the use and
understanding of the concept /theories.
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