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Consumer Behaviour Essays

Examining the Antecedents of Consumer Behaviour in Relation to Outcomes of Cause-Related Marketing

1. Introduction 1.1. Research Background In the contemporary market, there are several companies competing to survive and the inundation of companies in the market has saturated the feasibility of brand differentiation which is based on traditional attributes such as quality and price (Adiwijaya and Fauzan, 2012). The pressure for brands to differentiate themselves is more ... Read More
Pages: 77       Words: 21096

Analysing the Processes and Methods To Manage Consumer Behaviour

Gabriel and Lang (2006) theorised that consumers are unmanageable because consumers have different `faces` in different periods of their lives. This is contradicted by researchers like Hackley (2012) who feel this is not the case. In this essay, different theories and examples from personal experience have been used to discern to what extent Gabriel and ... Read More
Pages: 8       Words: 1956
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