Question: Question 3: a) Reference group has significant social power to influence the consumers in buying behaviour. EXPLAIN FIVE (5) types of reference group including by

Question 3: a) Reference group has significant social power to influence the consumers in buying behaviour. EXPLAIN FIVE (5) types of reference group including by providing relevant examples. (25 marks)

b) DISCUSS FOUR (4) elements on how word-of-mouth (WOM) campaign strategies could influence other consumers purchase. (20 marks)

LEARNING OUTCOME:

Describe the elements of cross cultural consumer behaviour and elaborate theimpact of globalization on consumer behaviour.

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