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.
- ISBN10 0538805633
- ISBN13 9780538805636
- Publish Date 31 December 1999
- Publish Status Active
- Out of Print 2 October 2009
- Publish Country US
- Publisher Cengage Learning, Inc
- Imprint South-Western
- Format Hardcover
- Pages 220
- Language English