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By considering the following research questions;
– What are customers purchasing behaviours of cakes and cupckaes?
– What are the purchasing decisions customers make prior to purchase, and how will that influence their purchase?
– What are the elements that motivate customers to visit a cake shop?
write a literature review on the theories bellow and try to relate it to the cake and cupcake industry in Australia, while using reliable sources like reports, journals, studies, etc… However books are not accepted to be used!
• Motivational theory using both: Maslow’s hierarchy of needs and Herzberg
• Behavioural learning theory; while relating in to purchasing behaviour
• Attitude theory
• Low-involvement decision making strategies:
– Search, recognition, recall, memory, pre-purchase decision
– Heuristics
• Decision making strategies:
– Non compensatory
– Compensatory
– Trade offs
This report should be written professionally and at a post graduate level. Also in text citation and a reference list is very IMPORTANT!!!
Thank you!
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