... for our target consumers to purchase footwear, discussing the buying decision process associated with each.> Discussion of why preferred products and brands have become popular, evaluating the marketing strategies adopted to market these. Finally, the report is concluded with conclusions drawn from each section, and recommendations for future research, based upon the findings of this report. CONTENTS 1. INTRODUCTION 1.1 Background 4 1.2 Objectives 4 2. METHODOLOGY 2.1 Secondary research 6 2.2 Primary research 6 2.3 Limitations 7 3. BACKGROUND TO CONSUMER BEHAVIOUR 9 4. ANALYSIS 4.1 Analysis of results 12 4.2 Means end chain analysis 12 4.3 Analysis 16 5. CONCLUSIONS AND EVALUATION 5.1 Recommendations 18 6. BIBLIOGRAPHY 19 7. APPENDICES 1 INTRODUCTION. 1.1 Background We have been commissioned by Julie Hilton of the Derbyshire Business School to investigate, using appropriate market research techniques, the influences, which affect buyer behaviour, focusing upon young people, aged 18-21, selecting one product or service, which will allow exiting, fresh insights and knowledge to evolve. We evaluated various possible products and services to research, which are of particular interest to this age group, such as sport & leisure, pubs & clubs, fashion, and cosmetics. After brainstorming ...

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