Assessment name: Individual Assignment
Description: Students will conduct a literature review of consumer behaviour theories from the course. This review may involve showing a topic has developed in the literature and outlining its relevance to marketing practitioners.
Length/Duration: 3,000 words excluding references.
Formative or Summative Formative and Summative
CONSUMER BEHAVIOUR TOWARDS LUXURY PRODUCT
The aim of this literature review is to review the recent literature about the purchase of
luxury products. The literature review will look at theoretical perspectives that shape consumer
behaviour for luxury products. The literature review will also identify existing gaps in theoretical
understanding of the consumer behaviour in purchase of luxury goods.