CONTEMP.MARKETING (LL) >CUSTOM<
CONTEMP.MARKETING (LL) >CUSTOM<
18th Edition
ISBN: 9780357197295
Author: BOONE
Publisher: Cengage Learning
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Chapter 6.7, Problem 1LO
Summary Introduction

To identify: The primary impact affecting the customer decision process.

Consumer behaviour is the study how a customer make the buying decision. Marketer records every action of the customer in the market place to know the buying behaviour of the customer.

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Explanation of Solution

The primary impact affecting the customer decision process is as follows:

Marketing mix is considered to be most important and the primary influence affecting the customer decision process. Marketing mix includes product, price, place, and promotional tools, which helps the customer to make the buying decision. Marketing mix is a tool used by the marketers to reach large audience.

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Adapted from: (Case 18. Nando’s International: Taking chicken to the world. Re-printed with the kind permission of De WitsBusiness School. http://cws.cengage.co.uk/hoffman/students/cases16-18/case_18.pdf)Q1. Assess the reasons behind Nando’s struggles to establish profitable operations in foreign markets such as Australia, theUK, and Canada. Additionally, propose two alternative market entry strategies that could have been more effective in theseregions, and justify your recommendations.
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