Reference Groups
- Author
- Stephen Humphrey
- Published
- Mon 01 Oct 2007
- Episode Link
- http://media.pearsoncmg.com/intl/ema/ema_uk_he_brassington_ess_mark_2e/audio_rss/audio/brassington_04e.mp3
This podcast will centre on consumer buying behaviour in terms of both processes through which the buyer passes in deciding whether to purchase or not and which product to choose and some of the factors that influence decisions.
(Brassington and Pettitt, Principles of Marketing 4/e: pp.131-3)
(Brassington and Pettitt, Essentials of Marketing 2/e: pp.89-90)
