登入選單
返回Google圖書搜尋
Impact of Consumer Involvement on Consumer Behaviour
Kavita Sharma
其他書名
A Case Study of India
出版New Century Publications, 2000
主題Business & Economics / Consumer BehaviorBusiness & Economics / Marketing / ResearchBusiness & Economics / Sales & Selling / General
ISBN81770800169788177080018
URLhttp://books.google.com.hk/books?id=6UAWAQAAMAAJ&hl=&source=gbs_api
註釋Business is marketing and successful marketing requires an understanding of consumer behaviour. Consumer involvement is a key variable affecting the decision making process for a product. Knowledge of the nature and types of consumer involvement is a prerequisite for gaining insight into consumer behaviour. The present study operationalises the concept in the context of select products. It holds various strategic and managerial implications for marketers and researchers, primarily in the area of communications and market segmentation.