Consumer Choice Process: An Empirical Study of Indian Consumers - Couverture souple

Aggarwal, Rashmi

Couverture souple

ISBN 10 : 3659481246 ISBN 13 : 9783659481246

Editeur : LAP LAMBERT Academic Publishing, 2013

Synopsis

Consumer choice process is that aspect of consumer behaviour, which, if based on intuition can lead to misleading results. Measurement of consumer choice process with the help of choice models makes the results reliable as well as trust worthy. In order to build long-term relationship with consumers, marketers need to understand how consumers actually make their purchase decisions so as to design appropriate marketing programs. If the companies are able to change the mindset of the consumers, that is, if they are able to make the consumers buy their brands, there would be immense chances for higher growth in future. This book provides a platform to cope with increased competition in light of the dynamics of consumer shopping behaviour. Marketers can utilize the existing patterns of information search behaviour in their target market in order to launch a new product or to reposition their existing product. Brand choice probabilities can be used for market segmentation. New products and marketing programs can be targeted at those consumers who frequently switch brands by studying their switching behaviour.

A propos du livre

À propos de l'auteur

Dr. Rashmi, M.Com, PhD.,Studied at Guru Nanak Dev University, Amritsar, Punjab (India). Assistant Professor at D.A.V. College, Bathinda, Punjab (India) with three years of teaching experience and nine articles published in national and international referred journals.

Détails de l'édition

• Éditeur: LAP LAMBERT Academic Publishing
• Date d'édition: 2013
• Langue: anglais
• ISBN 10: 3659481246
• ISBN 13: 9783659481246
• Reliure: Broché
• Nombre de pages: 264
• Coordonnées du fabricant: non disponible
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