L'influence des membres de la famille sur la décision d'achat de produits ménagers
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L'influence des membres de la famille sur la décision d'achat de produits ménagers

L'influence des membres de la famille sur la décision d'achat de produits ménagers


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About the Book

Les marchés de consommation et le comportement d'achat des consommateurs doivent être compris afin de formuler des plans de marketing solides. La famille a une influence majeure sur le comportement de consommation de ses membres. Elle est également le principal marché cible pour la plupart des produits et services. La famille est l'unité de consommation la plus importante dans l'étude du comportement du consommateur, et ce pour deux raisons. Premièrement, les familles sont l'unité d'utilisation et d'achat de nombreux produits de consommation. Deuxièmement, la famille a une influence majeure sur les attitudes et le comportement des individus. L'objectif de cette recherche est de déterminer l'effet des familles dans le processus de prise de décision pour plusieurs produits importants et de comprendre qui, au sein du ménage, influence l'achat familial. Cette étude est unique en ce sens qu'aucune étude de ce type n'a été réalisée pour comprendre un domaine aussi important que l'influence du chef de famille, du mari et de la femme et des adolescents sur l'achat de produits dans l'État d'Orissa. La variation de l'influence pour différents produits a indiqué un domaine important pour le développement d'une stratégie de marketing. La plupart des résultats de l'étude confirment le comportement normal des familles indiennes. Un examen plus approfondi aidera les spécialistes du marketing à comprendre efficacement le comportement des acheteurs.


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Product Details
  • ISBN-13: 9786207418992
  • Publisher: KS Omniscriptum Publishing
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Weight: 367 gr
  • ISBN-10: 6207418999
  • Publisher Date: 23 Apr 2024
  • Height: 229 mm
  • No of Pages: 212
  • Spine Width: 12 mm
  • Width: 152 mm


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