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consumer behaviour – the role of consumer age in the development of effective marketing
? Using relevant CONSUMER BEHAVIOUR THEORIES, critically analyse the role of consumer age in the development of effective marketing strategies.
? 2500 words – introduction 250, conclusion 250 and the body 200)
? YOU WILL BE ASSESSED ON YOUR ANALYSIS, EVALUATION & CRITICAL DISCUSSION OF THE TOPIC, THE QUALITY OF YOUR RESEARCH, THE NUMBER AND QUALITY OF JOURNALS YOU READ/CITE, YOUR REFERENCING SKILLS.
? will expect an absolute MINIMUM OF 15 sources.
? Ignore journal articles older than 15 years – focus on those articles written after 2000
? Use 2-4 references for each argument you make.
• cover all age group, gen Y, gen X baby boomer, grey market etc. do not mention elder or adults. Also do not explain what is gen x baby boomer because the tutor knows. You can put them in group while you explaining the theory as below:-
1. We need to highlight the attitude theory (brand loyalty, brand switch and other) for each group and how marketer develop effective marketing strategies.
2. We need to highlight the values theory for each group and how marketer develop effective marketing strategies.
3. We need to highlight the motivation theory for each group and how marketer develop effective marketing strategies.
4. We need to highlight the communication for each group and how marketer develop effective marketing strategies.
Do not use any assumption, make it as debate ( this author said this but other author said this) the articles should be academic one

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