â€œImpulse purchases do not conform to the rational planned decision making perspective in consumer buyer behaviour. Instead it
is a highly complex emotional and reactive goal process. Discuss the nature of impulse purchasing patterns and evaluate how
an understanding of impulse purchasing patterns can be incorporated into marketing campaigns and strategies. Illustrate your
You are a marketing consultants specialising in consumer buyer behaviour. You have been asked by a client to write an essay
on the above topic. They have specifically asked that you address the following â€“
â€¢ Outline the key consumer psychology and buying behaviour theory/ies/concept/s being addressed.
â€¢ Draw conclusions from the academic journal article/s and relate them to the main theory (The rationale for this is for
students to familiarise themselves with academic journal articles and to appreciate journal articles as sources of
information for consumer and buyer behaviour research and concepts.)
â€¢ You must show how the article/s relates to the main key theory/concept
â€¢ You are required to use at least two of the journal articles listed in the given topic (but must also research more) & must
still show the link to the main key theory/concept). The list can be found on weblearn
â€¢ Discuss the applications and marketing managerial implications of consumer buyer behaviour theory/is and journal articles
to marketing activities (e.g. give real practical examples of the concept and theory). This includes what companies have done
with their marketing mixes to illustrate the use and understanding of the concept /theories.
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