Documents © 2001 South-Western College Publishing 1 CHAPTER FOUR CONSUMER DECISION MAKING Prepared by Jack...

CHAPTER FOUR CONSUMER DECISION MAKING Prepared by Jack Gifford Miami University (Ohio) THE IMPORTANCE OF UNDERSTANDING CONSUMER BEHAVIOR CONSUMER BEHAVIOR describes how consumers…

Documents CHAPTER FIVE

CHAPTER FIVE CONSUMER DECISION MAKING Prepared by Jack Gifford Miami University (Ohio) THE IMPORTANCE OF UNDERSTANDING CONSUMER BEHAVIOR CONSUMER BEHAVIOR describes how consumers…