Marketers need to examine how understanding cultural differences can lead to new and repeat buying patterns. This can result in loyal and even relational buying behaviour. Based on the above comment discuss how managers can build a relationship with their target audience through gaining a comprehensive understanding of their customers' culture. The answer should include:

• At least two comprehensive definitions of consumer buyer behaviour.

• Discuss in detail how culture influences buyer behaviour. This section must refer and include relevant theory.

• Briefly explain how organisations can build and nurture relationships with their customers over the long term through a greater understanding of culture.

• Draw recommendations and conclusions based on your research.