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This book The 21st Century Consumers: A Behavioural Perspective is primarily intended to serve as a book for scholars, researchers, academicians and businessmen. This book is compilation of research papers of wide coverage relating to Consumer learning, perception, motivation, personality, self concept, decision making, innovation, consumer involvement & implications of concepts in real life & business scenarios. The objectives of compiling these articles are to provide facts and knowledge about the spectrum of consumer behaviour and decision making to the readers. The reader should be able to understand the current trends and functionalities of consumer behaviour.
ISBN - 9788182204133
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