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The Importance of Consumer Behaviour Towards Brand Success

Behavioural Dimensions of Marketing

Marketing has been developed as a discipline only in the past few decades in India. In today’s world of competitive offerings, diversity of consumer preferences and proliferation of brands, consumer behaviour has become extremely important for marketing decisions, be it marketing mix elements, segmentation changes or exploring new dimensions in consumer behaviour in a changing environment. Several interesting trends can be expected in the new millennium. Leisure and luxury markets have boomed in recent times. Shampoos and creams, which only the elite could afford a decade back are today marketed in sachets across the country. Westernization has ...

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