Marketing Management –  SBS – MBA / MSc

Take Home Assignment 2018  – Total Marks: _______ / 30

Buyer behaviour and relationship development
research company tries to show that you can only understand consumer behaviour by living with their behaviour

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.