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Consumer�s attitude towards spending, saving and choosing the brands and stores and the purchase of products have been moulded by the family environment they grow up in. Thus marketers need to understand the nature of the family�s influence on its members and the way in which purchase decisions are made by members so that they can effectively program their marketing mix.

Women in Family Decision Making

SKU: 9788183567473
  • Edwin Gnanadhas

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