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What is Understanding Consumer Behaviour in Marketing about?

The document outlines a study unit on Consumer Centricity, focusing on the role of cultural, social, and personal factors in consumer behavior, as well as the stages of the buying decision process. It emphasizes the importance of strong customer relationships and effective customer relationship management (CRM) strategies to enhance customer satisfaction and loyalty. Key concepts include understanding consumer motivations, managing expectations, and building brand loyalty through quality products and servic

Author

Junjie Goh

Language

EN