Browsing by Author "Priya, Parusharouthu Krishna"
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Analyzing marketing mix to relate the consumers' behavior and beliefs for high involvement goods
Priya, Parusharouthu Krishna; Zunke, Saurabh; Mitra, Aniruddha (Indian Institute of Management Ahmedabad, 2016)Green marketing is an elusive concept for most companies especially in the domain of high involvement goods. In a developing country we see that there exist a number of factors that drive purchase of a high involvement ...