A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products.

Bachelor thesis English OPEN
Pakdeejirakul, Warangkhana; Agosi, Micheal;
(2013)
  • Publisher: Mälardalens högskola, Akademin för ekonomi, samhälle och teknik
  • Subject: Consumer Behavior and Decision-Making | Consumer Decision Making Style | Product Involvement | Sweden and Generation Y

Title A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products. Research questions  How does product involvement influence consumer decision-making styles in Generation Y of Swedish nationals for the two sel... View more
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