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Consumer behaviour is one of the most complicated and dynamic mechanism. Understanding Consumer Behaviour had never been easy though many attempts are made to understand human behaviour through various theories and case studies. It remains a contemporary subject not only for researchers but also for marketers. Many researches had been conducted but consumers have always been elusive and demanding. The only way for marketers to be effective is having conviction towards radical and continuous change. For the purpose, continuous evaluation and monitoring is important, and one of the...

Marketing Research is an integral part of any marketing activity. It helps and guides the marketers statistically through various marketing concepts by giving a measure of marketing variables like market size, demand status, promotional requirements, price determinants, product needs etc. and lays a logical foundation to formulation of marketing strategies. This book is meant to cater to the need of students as well as professionals who are into marketing or research. The book very briefly and systematically elaborates the concepts and process of scientific and marketing research in an easy...