Understanding Buying Behaviour of Indian Families

Author : Sheetal Kapoor

Paperback

Published : Tuesday 1 January 2002

ISBN : 9788177080278

Price : €60.83

Description

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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