Howard-Sheth theory of buyer behavior

By: Sheth, Jagdish NMaterial type: TextTextPublisher: New Delhi Wiley 2020Description: 464pISBN: 9788126555024Subject(s): Consumer behaviorDDC classification: 658.8342 Summary: The Howard-Sheth Theory of Buyer Behavior (1969) is recognized as a major catalyst for the rise of consumer behavior as a standalone discipline and independent of market research. In the last 50 years, consumer behavior has experienced spectacular growth especially with the influence of behavioral sciences. The next 50 years will be even more exciting. Stay tuned. The key drivers are the rise of emerging markets such as China and India as the largest consumer markets in the world for branded products and services.
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Books Books IIMJ Library
658.8342 SHE (Browse shelf) Available 3579
Books Books Jallo Chak Campus Library
658.8342 SHE (Browse shelf) Available 3580

The Howard-Sheth Theory of Buyer Behavior (1969) is recognized as a major catalyst for the rise of consumer behavior as a standalone discipline and independent of market research. In the last 50 years, consumer behavior has experienced spectacular growth especially with the influence of behavioral sciences. The next 50 years will be even more exciting. Stay tuned. The key drivers are the rise of emerging markets such as China and India as the largest consumer markets in the world for branded products and services.

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