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BUSINESSES TO WORK ON: Any Melbourne city or suburban patisserie. Suggested patisseries are: Brunetti, Laurent, Hopetoun Tea Room, Ko Ko Black or Lindt Café. No Starbucks Coffee or Gloria Jeans)
You will work on your selected patisserie for this Written Assignment. In this assignment, you will need to demonstrate your understanding of Buyer Behaviour concepts, models and theories.
Apply Consumers' Behaviour theories on the consumers of the selected patisserie using concepts, models, and theories in the following sections of your assignment:
CONSUMERS AS INDIVIDUALS (SUPPORT WITH ACADEMIC REFERENCES)
Apply the appropriate concepts, models and theories of Perception, Learning & Memory, Motivation & Global Values, and Personality & Psychographics to explain the internal influences of a patisserie customer.
CONSUMERS AS DECISION MAKERS (SUPPORT WITH ACADEMIC REFERENCES)
Use the appropriate concepts, models and theories of Decision Making to explain how potential customer makes decisions in choosing the patisserie.
CONSUMERS AND SUBCULTURES (SUPPORT WITH ACADEMIC REFERENCES)
Discuss how Groups & Social Media, Social Class & Lifestyles, Culture and Subcultures impact the buyer behaviour of potential customers.
ACADEMIC REFERENCES LIST
Content should display logic and cite examples and theories. You must include:
- Research using at least 2 academic journal articles
- Carefully select appropriate theories and concepts
- Construct an in-depth and analytical discussion
- Use evidence and examples to support your work
- Write in a clear and logical manner.
- Cite all references using the Harvard referencing system
- Prepare and format a reference list.
Attachment:- Consumer Behaviour.rar
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions. Marketers expect that by understanding what causes the consumers to buy particular goods and services, they will be able to determine—which products are needed in the marketplace, which are obsolete, and how best to present the goods to the consumers.