Consumer Behaviour Assignment

Firstly, I would like to inform you that this assignment needs academic references. I need an article that is written to inform the organisation of John McEwan ([login to view URL]) that there needs to be an improved focus on customer behaviour and how it can influence the activities of the whole organisation. Produce an article that: Explains how the following concepts can help marketers to understand purchase and usage of products; and recommend how this knowledge can help develop communications within the organisation: Attitude Perception Motivations Explains how the following types of individuals and actions outside the organisation can influence the effectiveness of marketing communications: word of mouth opinion leaders opinion formers Describes how the following concepts can impact decision-making and evaluates how they influence the organisation's use of marketing communications: involvement perceived risk IMPORTANT: For every point there NEEDS to be application to the John McEwan organisation. Word limit 1800 words MAXIMUM. There MUST be academic references that are formatted as per the reference list attached at the back of the document. Please read through entire attached document to give you an overview of John McEwan.