Buyer behavior is at the core of marketing. All marketing programs need to begin with an understanding of why and how consumers buy what they do. If no one purchases a companyâ€™s product or service, the company will quickly go out of business.
Apply the model of consumer behavior (Exhibit 11 on page 89 of your textbook) to the product/service you selected in Module 1. Explain how the model affect the purchase process as it relates to the product/service.
Providing a list of the steps or a graphic of the model is not adequate, you should explain how the process works in the real world using your own words supported by research.
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