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Understanding Consumer Decision Making (2001)

Understanding Consumer Decision Making (2001)

Thomas J. Reynolds, Jerry C. Olson

Year: 2001
Authors: Thomas J. Reynolds, Jerry C. Olson
Publishers: Psychology Press
Pages: 463
Print type: BOOK

Description:

This edited volume will help business and academic researchers understand the means-end approach to understanding consumers. This is a qualitative marketing research method to gain customer insight into decision making.