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MKT20025 Consumer Behaviour

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Question:

You are recently hired staff at CB Consultants, a leading Australian branding consultancy firm with the head office is based in Melbourne. Your job is to provide research and client support for the manager, Daniel Rayne. CB consultants recently met with a new client, Myer. Although Myer department store has been in the Australian retail space for many years, the brand appears to have lost its’ relevance and general direction. It has become clear that this client needs a more detailed knowledge of consumer behaviour. In fact, Daniel has asked you to provide a detailed report covering the following questions posted by Myer.

According to the diffusion theory of innovation, the communication channel is one of the four elements. Based on the concept of a reference group (e.g., different types of reference groups, opinion leaders and social media), you are required to identify two key communication channels that Myer is currently using and analyse by explaining how and why the two key communication channels are appropriate/effective or inappropriate/ineffective.

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My Assignment Help. Consumer Behaviour [Internet]. My Assignment Help. 2021 [cited 16 April 2021]. Available from: https://myassignmenthelp.com/free-samples/mkt20025-consumer-behaviour/communication-channel-of-myer.html.


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