282_BRAND-MANAGEMENT-NOTES

The consumer buying decision process also highlights

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Unformatted text preview: by us. • The consumer buying decision process also highlights that the purchase does not end with the sale. If our expectations about the product are not realized, then future sales to us may be lost. Furthermore, negative reports to family and friends may also discourage other people from purchasing the company’s products/services in the future, thereby affecting potential sales revenues. Notes BRAND MANAGMENT 11.673.2 107 LESSON 17: CONSUMER SEARCH FOR BRAND INFORMATION Objectives The learning objective: after this lecture you should be able to under...
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