Consumption values and market choices : theory and applications
著者
書誌事項
Consumption values and market choices : theory and applications
South-Western Pub., c1991
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注記
Includes bibliographical references (p. 175-210) and indexes
内容説明・目次
内容説明
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.
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