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About the Book
Buyer’s Behaviour has assumed a log of significance under customer oriented planning and marketing. The study deals with the economics of house hold buyer’s behaviour of colour television and audio system in Patna and Ranchi town and is based on the survey method. It covers various aspects of buyer’s behaviour i.e. decision making process in the purchase of the two products, roles played by the buyers in the purchase, brand loyalty, comparative analysis of Indian and foreign brands, relationship between income, education, social background and purchase of CTV and audio system comparison of price with variables like quality, technical features, design, after sales service, warranty period, etc. and the satisfaction level of the respondents with the tow products. The theoretical perspective of different factors, viz., psychological, social, cultural demographic and economic, influencing the decision making process is also discussed at length.
The study will be of interest to producers, business executives, economists and academicians.
ISBN 81-7211-276-9 First Published : 2010 Pages : xxii + 218 Size 22 x 14 cms. Price : Rs 550