Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Determination of Effectivity of Significant Information Sources In the Decision Making Process of Select Durable Commodities: A Multivariate Statistical Approach For Low Literate Consumers

Author(s): Malay Bhattacharjee, Gautam Bandyopadhyay and Sudheer Muhammed

The process of consumption starts with the awareness of the prospective consumers about a given product as evidences of earlier researches suggests. In this respect it would be relevant to mention the work of wherein; they came up with a simplistic model containing three steps pertaining to purchasing and consumption of a product, namely - awareness, trial, and repeat buying.
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