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Choose an aspect of consumer buying behaviour theory from the list below and carry out a critical investigation of how it can be - Essay Example
Pages 8 (2008 words)
Debenhams’ strategy of exploiting the cultural aspect of consumer buying behavior (Name) (Institution) (Course) (Tutor) (Date) Table of Contents Bibliography: 12 1.1 Introduction Culture is the accumulation of a society’s shared meanings, rituals, traditions and norms…
Cultures keep on changing, and marketers need to be aware of cultural changes. Core values are the values that are most pervasive in a society. They must be enduring, and with respect to marketing they must be consumer related so that marketers can use them to understand consumption (Luna and Gupta, 2001, P.50). Culture is manifested by society in different forms and includes heroes, rituals, symbols and cultural values. Values are integral in the expression of culture. This stems from the verity that values are collectively shared by most people in a certain society. One of the noteworthy organizations that have a British heritage and with operations in United Kingdom is the Debenhams. Debenhams has a global presence in more than twenty five nations and operates more than 200 stores across the globe. Debenhams is known for its wide ranging and unique brands that offer an immense deal of gratification to its customers. The corporation has diverse business ranging from clothing wear, electric products, beauty products, as well as health products. This diversification has made Debenhams a market leader with yearly earnings surpassing the ?2 billion mark. To further its operations, Debenhams has embraced the concept of e-commerce through its online presence across nations. The online presence has attracted many online shoppers, ranking the corporation among the largest online retailers in UK. ...
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