Research Topic 1.
Ma Nuo, a 22 year old model from Beijing, said:
I’d rather cry in a BMW than laugh on a bicycle.The truth is that Ma is far from alone in her material requirements for marriage. Millions of Chinese women, and their parents, are like her.
You are hired by a marketing agency to write a report on what motivates people to consume (impulsive and compulsive consumption). You discover that the consumer choice theory has something to say about our consumption behaviours. Discuss the contribution that the consumer choice theory makes to the understanding of our consumption decision-making process.
Sample Solution
