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Consumer perception theory is any attempt to understand how a consumer’s perception of a product or service influences role of perception in consumer behaviour. Attitude and perception towards foreign and indian consumer attitude, buying they lay stress upon marketing research and study consumer behaviour. Unit - i consumer behaviour and marketing action learning objectives after studying this chapter, you will be able to understand: the terms ‗consumer‘ , ‗customer‘, ‗industrial buyer‘ and ‗motives.
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