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CONSUMER MOTIVATION

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Lecture notes of 7 pages for the course Business management at Business management (CONSUMER MOTIVATION)

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March 25, 2023
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  • consumer motivation

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Slide 5.1




Chapter 5
CONSUMER MOTIVATION




Leon Schiffman, Leslie Lazar Kanuk and Havard Hansen, Consumer Behaviour, 2nd edition © Pearson Education Limited 2013

, Slide 5.2




Table 5.1 Product-oriented versus need-oriented definitions
Sources : awww.pfizer.com ; bwww.ritzcarlton.com ; cTobi Elkin, ‘Sony Marketing Aims at Lifestyle Segments’, Advertising Age, 18 March 2002, 3, 72; dwww.unilever.com.


Leon Schiffman, Leslie Lazar Kanuk and Havard Hansen, Consumer Behaviour, 2nd edition © Pearson Education Limited 2013
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