Author Description

Consumers make buying decisions every day and managers or marketers try to understand why, when, where and how consumers make decisions to buy a product. One complex duty of managers is to understand consumer buying behavior in order to adapt their effort to consumers' interest..This book, therefore, provides insights into the all the major aspects of consumer buying behavior namely influence of advertising and sales promotion, and level of involvement on households buying behavior. The analysis should help shed some light on creative aspect of advertising, launch of new technological products and in segmenting the markets and should be especially useful to professionals in Communications and Marketing fields, or anyone else who is interested to study consumer buying behavior in Electronics products and Home appliances.