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Buyer Behaviour

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Product Analysis

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RMIT International University Vietnam Bachelor of Commerce Program Assignment Cover Page Your assessment will not be accepted unless all fields below are completed

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MKTG1253 Buyer Behaviour

Location & Campus (SGS or HN) RMIT Vietnam SGS Title of Assignment: Product Analysis Student name: Nguyen Thi Thuy Huong Ta Trung Kien Huynh Bich Tram Truong Bao Tram Le Nguyen Hong Van Student Number: S3311318 S3259028 S3298222 S3298834 s3210260 Learning Facilitator in charge: Mr Mattia Miani Assignment due date: 22nd August 2011 Date of Submission: 22nd August 2011 Page numbers including this one: 32

Word Count: 3,048 (Main Content)

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Marked by Mr Mattia Semester 2, 2011

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Executive Summary
As being aimed to demonstrate better understanding of buyer behaviour concepts and improve critical thinking by examining a real case of business, this report is written regarding a new brand in food and beverage market in Vietnam: BreadTalk bakery from Singapore. Through a brief overview of the company and Vietnamese market’s dimensions, the variety of used stimulus is presented with captured screenshots and pictures from both the origin country and Vietnam’s BreadTalk bakeries. The report afterward discusses the internal influences and culture values that are imperative affections of consumer behaviour, before gives some recommendations at the end. In the introduction, BreadTalk’s company overview, main competitors in Vietnam market and the positioning map, in which BreadTalk is referred to have high service and one of the most favourite tastes, are provided as basic facts for further research and analysis. Besides, the target market’s segmenting variables, which implicate BreadTalk’s target customers are young urban people with active and enthusiastic to new things, are also important for analysis of

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