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Volume 13, Issue 5
1 May 1979
European Journal of Marketing Cover Image for Volume 13, Issue 5
Research Article| May 01 1979

Influencing Buyer Behaviour: Processes and Strategies Available to Purchase

R.R. Dholakia
R.R. Dholakia
Indian Institute of Management, Calcutta, India
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-7123
Print ISSN: 0309-0566
© MCB UP Limited
1979
European Journal of Marketing (1979) 13 (5): 282–293.
https://doi.org/10.1108/EUM0000000004949

Posits that the buying decision is influenced by extra‐personal persuasion and the intra‐personal influence of a buyer's personal behaviour. Suggests that the creative design of marketing is dependent on an understanding of these two processes which, it is revealed, can lead to a remarkably different market response.

Keywords:
Consumer behaviour, Marketing strategy, Marketing planning, Decision making, Pricing policy
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© MCB UP Limited
1979
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