ISBN 9788177080018,Impact of Consumer Involvement on Consumer Behaviour

Impact of Consumer Involvement on Consumer Behaviour

Author:

Kavita Sharma

Publisher:

New Century Press

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ISBN 9788177080018
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ISBN 9788177080018
Publisher

New Century Press

Publication Year 2000
ISBN-13

ISBN 9788177080018

ISBN-10 8177080016
Binding

Hardback

Number of Pages 199 Pages
Language (English)
Subject

Business & Economics

Business is marketing and successful marketing requires an understanding of consumer behaviour. 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. 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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