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Consumer behaviour

By: Sahney, SangeetaMaterial type: TextTextPublication details: New Delhi Oxford University Press 2017Description: 586pISBN: 9780199472680Subject(s): CONSUMER BEHAVIORDDC classification: 658.8342 SAH Summary: This book intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers, and strategies used by marketers to deal with them. The book is divided into 16 chapters. It begins with introducing the subject, market research, market segmentation, and positioning. The book elaborates on the process of consumer decision making also providing key learnings for a budding marketer to handle situations. The text emphasizes examples that have implications for policy or provide evidence for or against economic theories.
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Books Books IIMJ Library
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Non-fiction 658.8342 SAH (Browse shelf (Opens below)) Available 2055
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Non-fiction 658.8342 SAH (Browse shelf (Opens below)) Checked out 11/08/2022 2056
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This book intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers, and strategies used by marketers to deal with them. The book is divided into 16 chapters. It begins with introducing the subject, market research, market segmentation, and positioning. The book elaborates on the process of consumer decision making also providing key learnings for a budding marketer to handle situations. The text emphasizes examples that have implications for policy or provide evidence for or against economic theories.

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