Word count :1800 words

Apply TWO consumer behaviour frameworks (which is Classical conditioning and Reference group ) with the brand Rimowa and analyse the issue/ problem identified. Critically evaluate whether these consumer behaviour frameworks can effectively explain the changes of consumers buying habits or decisions for the selected brand and product.

Suggest TWO practical recommendations from the chosen consumer behaviour frameworks that could positively influence consumers decision making on the brand and its products - is the theory/ concept applicable under the specific circumstances?

Classical conditioning - Seeing aluminium material and link with the brand even Rimowa launch polycarbonate material but people still thinking of Rimowa as a luxury aluminum luggage. - Associate with successful story line in the ads - etc. Reference group - Influencer marketing with many celebrity and successful person indifferent field from A-listers customer like Kanye West, Cara Delevigne, or Gwyneth Paltrow and also Karl Lagerfeld, Apples chief design officer Johnny Ives, and chef Massimo Bottura. - Collabs with many brands from luxury to a younger and creative brand like Supreme, Dior and Fendi