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Impact Of Consumer Involvement On Consumer Behaviour A Case Study Of India

	Impact Of Consumer Involvement On Consumer Behaviour A Case Study Of India by By Kavita Sharma
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Business is marketing and successful marketing requires an understanding ocnsumer behaviour. Consumer involvent is a key variable affecting the decision making process for a product. Knowledge of the nature and types of consumer involovement is a prerequistie for agining insight into consimer behaviour. Based on the survedy 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. * Contents : 1. Consumer Involvement : An Overview * 2. Consumer Involvement- A conceptual Framework * 3. Antecedents and Consequences of Involvement- A Conceptual Framework * 4. Research Design and Methodology * 5. Analysis I - Involvement and its Product Related Antecedents * 6. Analysis II - Consequences of Consumer Involvement * 7. Summary, Conclusions and Marketing Implications. ISBN: 81-7708-001-6

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Impact Of Consumer Involvement On Consumer Behaviour A Case Study Of India

by By Kavita Sharma