Indian Journal of Marketing

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A Peep into the Mindset of the Consumer: A Study on Men's Personal Care Products


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The field of consumer behaviour is complex, involving interplay of individual, social and socio-cultural processes. A mountain of explanation and data from the behavioural sciences and consumer research has told us a lot about it. As the understanding of consumer behaviour is so crucial to the development of sound marketing strategy, the search for explanation will go on.
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  • A Peep into the Mindset of the Consumer: A Study on Men's Personal Care Products

Abstract Views: 179  | 

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Abstract


The field of consumer behaviour is complex, involving interplay of individual, social and socio-cultural processes. A mountain of explanation and data from the behavioural sciences and consumer research has told us a lot about it. As the understanding of consumer behaviour is so crucial to the development of sound marketing strategy, the search for explanation will go on.