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Market Research and Consumer Behavior Insights by Aparna JR is a document available to read on EtoBox.

What is Market Research and Consumer Behavior Insights about?

This document discusses market research and consumer behavior. It establishes the relationship between market research and understanding consumer behavior. It then differentiates between two traditional approaches to studying consumer behavior: the positivist and interpretivist approaches. Finally, it discusses the current "dialectical" approach, which views consumer behavior as dynamic, interconnected with other behaviors, and arising from internal contradictions.

Author

Aparna JR

Language

EN