Understanding Buyer Behaviour: Applying Concepts to Real-World Contexts

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This session offers an introduction to buyer behaviour, covering essential marketing concepts aligned with MKTG101 objectives. A recap of Week 4 explores consumer and business buying decisions. The main activity involves analysing Ferrero’s gifting culture through case study discussions, focusing on cultural and psychological influences. Additional activities include assessment guidance and assignment group formation following a brief break. By the session's end, participants will understand...