Consumption Values and Market Choices
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This text presents a comprehensive theory of consumer behaviour that is operational and has been tested in more than 200 separate investigations involving a wide variety of products. The theory is applicable to consumer and industrial products; durable and nondurable products; and goods and services. Theoretical discussions explain consumer choice behaviour and also illustrate prediction and control. Step-by-step guidance is provided for implementing theory. Also included are sample questionnaires and instructions for various techniques of data analysis, which have been drawn from real-world contexts.
Format:Mass Market Paperback
Language:English
ISBN:0538805633
ISBN13:9780538805636
Release Date:January 1991
Publisher:Thomson South-Western
Length:220 Pages
Weight:1.10 lbs.
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