Marketing

This assignment will evaluate the consumer decision making process and how it is affected by the different sociological factors, these being social classes/roles, family and reference groups. As well as this, an analysis of the psychological drivers in consumer behaviour will also be provided, with the use of appropriate models to support the argument.

All the information gathered on an introduction to retail marketing. Graphs, mind-maps and images included to help visualise concepts. What marketing is in the retail industry, a short description.

The document includes a research of the marketing tactics (promotional mix) used by the UK fashion retailer Boohoo, such as how they use sales promotion, direct marketing, sponsorship, outdoor advertising (billboards, displays), internet marketing (social media platforms). It discusses AIDA model, Above and Below the Line.

Marketing