| University | Singapore University of Social Science (SUSS) |
| Subject | Consumer Behaviour |
MKT351: Consumer Behaviour Assignment, SUSS, Singapore Money Max, a pawnshop, has approached you to help them segment their customers
Question 1
Money Max, a pawnshop, has approached you to help them segment their customers. With evidence from the case article, propose two (2) potential bases of segmentation that pawnshops in Singapore can use to segment their customers and explain why.
Question 2
Using the first three (3) stages of the consumer decision-making process (i.e., need recognition, pre-purchase information search, and evaluation of alternatives), demonstrates how a potential consumer might arrive at considering purchasing luxury bags at a pawnshop.
Question 3
With your knowledge of the Super Ego personality from the Freudian theory, compose a marketing message for MoneyaMax pawnshop.
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