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Consumer Behaviour

By: Martin M. (Cardiff Business School) Evans (Author) , UK) Foxall Gordon (Cardiff Business School (Author) , UK) Jamal Ahmad (Cardiff Business School (Author)

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Ksh 12,950.00

Format: Paperback or Softback

ISBN-13: 9780470994658

Publisher: John Wiley & Sons Inc

Publication Date: Mar 31st, 2009

Weight: 1742 grams

Dimension: 26.00 x 19.60 x 2.50 cms

Category: Market research

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Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept.

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