Consumer Behaviour

“The study of Consumer Behaviour is essential for the successful development and implementation of marketing strategy”

Do you support this statement? Justify your answer by gathering evidences from a wide range of scholarly research in the field of Consumer Behaviour studies.

Hints: A good starting point to approach this essay is by looking at the ‘overall model of consumer behaviour’.
You may use any specific industry/brand as an example to reflect your opinions. For instance – fast food industry/McDonalds etc.

Essential reading(textbook used in class);
Quester, P., Pettigrew, S. and Hawkins, D.I., Consumer Behaviour, McGraw-Hill Australia, 7th ed.
Useful information:

Academic Journals:
Journal of Marketing Science
Journal of Consumer Behaviour
Australasian Marketing Journal
Journal of Advertising Research
Journal of the Academy of Marketing Science
Journal of Consumer Research
European Journal of Marketing
Journal of Consumer Psychology.

Websites of con-current news and business reviews:
http://www.australianbusinessjournal.com.au/
http://www.marketingmag.com.au/
http://sloanreview.mit.edu/
http://hbr.org/
http://money.cnn.com/magazines/fortune/
http:// www.nielsenmedia.com.au
http://www.roymorgan.com.au
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