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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
96 Services Marketing
Family
A family is a very close social group within which individuals interact regu-
larly.  e members of a family share values, habits, lifestyles and so on. Rela-
tionships within a family are mutually inspiring, in uencing the life pattern
of each and every individual.  e in uence of the family on the purchase
behaviour of an individual, therefore, cannot be overemphasized.
One of the significant cultural identities of India is its well-structured
family system. Indians prefer to be recognized as members of a family
rather than as individuals. A family reflects togetherness with love and
affection; concern for the ov ...
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Publisher Resources

ISBN: 9781306254410