Demonstrate understanding of the psychological concepts that underpin consumer behaviour. Understand how brands use consumer behaviour related concepts to influence repeat-purchase and build customer loyalty. Utilise the available electronic databases in order to conduct a search of the available academic literature for contemporary issues in consumer behaviour. Critically analyse a contemporary issue in consumer behaviour. Individual critical analysis of how the chosen Luxury Brand (of CW1) use the following consumer behaviour concepts to influence repeat-purchase and build customer loyalty: Motivation Perception Attitude Personality Lifestyle Your analysis must be supported with evidence (citations, quotations and referencing) You have to use in-text citation (in slides) as well as have a full reference list at the end – both in-text citation and Reference list have to follow Harvard Style of Referencing. It is expected that you will conduct secondary research to develop your presentation. The brand I have chosen is Louis Vuitton.
emonstrate understanding of the psychological concepts that underpin consumer behaviour