Ow buyer behaviour is used in the context of marketing

You are required to select company in a sub sector (luxury , high street etc) in your stream of study (Retail Management) and create responses to
the following key questions:

1. Discuss why understanding buyer behaviour in your sub-sector is important in
the context of:
” Market Segmentation
” Targeting, and
” Positioning

2. Examine how buyer behaviour has influenced the development of your chosen
company s marketing mix within this sub sector.

3. Outline what types and how marketing communication channels are used by
marketers in your chosen company to exploit/influence consumer decision
making giving examples to justify your answer. Your answer must make reference
to the consumer decision-making model, theories on diffusion processes, and other
relevant buyer behaviour theories.
Harvard Referencing