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Impact of Consumer Involvement on Consumer Behaviour: A Case Study of India

Authors (s): Kavita Sharma (Author)
Format: Hardcover
ISBN-10: 8177080016
Pages: xiii+189p., Tables; Figures; Appendices; Bibliography; 23cm.
Pub. date: 01.01.2000, 1st.ed.
Publisher: New Century Publications
Language (s): English
Bagchee ID: BB947
List price: US $ 30,00
Bagchee price: US $ 27,00
You save: (10.00%)
Member price: US $ 24,30 info

Overview for Impact of Consumer Involvement on Consumer Behaviour: A Case Study of India

Business is marketing and successful marketing requires an understanding of consumer behavior. 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. Based on the survey of upper middle and middle class Indian consumers, 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.
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