Consumer Behaviour

Dynamics of Building Brand Equity

By Soma Sen Gupta

With the emergence of the concept of Total Quality Management (TQM), quality of the product has become a major tool of competition. However, superior quality of a product is not always a passport to its success in the market. This book eaxmines the influence of price, brand reputation, and store reputation on the buyer's perception of product quality. The book should provide further insights into consumer behaviour and brand building.

305 pages

Publication Date: 11/15/2005
Format: Cloth
ISBN: 9788177080940

Temporarily out of stock