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Essay text:
The fact that a market like China has a significant geographical and cultural segmentation makes the task even more challenging. It requires great effort on the part of the company to try and understand each distinctive consumer group and the specific factors affecting their preferences and behaviours.
Consumer behaviour theory provides a solid foundation for marketers in understanding consumer’s preferences and needs and helps to formulate targeted and consumer oriented marketing strategies.
In this study, we attempt to identify the key elements of consumer behaviour theory which are essential in understanding the issues described in the case...
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