JIn this extremely informative and sociological Subject Spotlight, Iraa Wimpenny introduces: Influencing consumer behaviour - the power of the brand. She begins by introducing you to the very foundations of consumer buyer behaviour, looking at the various factors that influence buyer behaviours and the different types of behaviour that businesses study and hone in on when selling a product. Iraa goes on to explain how you can understand the buyer at a business level, and what their process for buying a product might look like, as well as why they are buying the product. Iraa will also discuss theory to support the understanding of the buyer. In episode 3, she presents a case study and focuses on streaming giants: Netflix and Disney+. Iraa identifies marketing strategies and consumer growth across both businesses and how the two are constantly competing with each other, before finishing by introducing you to the consumer loyalty loop, and setting you an activity focussing on Apple, considering how they encourage a loyalty loop within their customers.