Understanding Buying Behaviour of Indian Families
Book Details
Format
Paperback / Softback
ISBN-10
817708027X
ISBN-13
9788177080278
Publisher
New Century Publications
Imprint
New Century Publications
Country of Manufacture
IN
Country of Publication
GB
Publication Date
Jan 1st, 2002
Print length
270 Pages
Weight
506 grams
Dimensions
15.40 x 22.30 x 2.20 cms
Product Classification:
Sales & marketing
Ksh 9,350.00
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How do consumers make purchase decisions is a fascinating subject to be studied. Family, as a conglomerate of several individuals, influences the purchase of various products. The influence of family in the purchase decision-making depends upon the cultural background. Though vast literature on the subject is available on Western society, there is a dearth of material on purchase behaviour of Indian families. This book attempts to fill this gap. It provides a comprehensive analysis of the purchase behaviour of Indian households in terms of a select category of consumer durables. It makes useful suggestions for devising appropriate marketing strategies.
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