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http://hdl.handle.net/11718/13153| Title: | Application of quantitive models and statistical tools to other functional areas, especially marketing |
| Authors: | Ramashwami, S. |
| Keywords: | Application;Quantitative Methods;Marketing |
| Issue Date: | 1986 |
| Publisher: | Indian Institute of Management (Ahmedabad) |
| Series/Report no.: | SP;20 |
| Description: | The thought process that a consumer follows in making a brand or product choice is very akin to the classic decision-making approach of problem definition, generation of alternatives, evaluation of alternatives, and finally choice, though, in the former case, the process is usually carried out at a more subconscious level. Buyer behaviour theory names these stages in the buying process as need, information search, evaluation and purchase decision. It is important for marketing managers to understand the process, the various entities that interact to influence each of the stages would be to understate the obvious. This kind of understanding proves of vital importance in making several strategic decisions. |
| URI: | http://hdl.handle.net/11718/13153 |
| Appears in Collections: | Student Projects |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| SP 1986_20.pdf Restricted Access | Student Project | 985.13 kB | Adobe PDF | View/Open Request a copy |
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