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Consumer behavioral study on the purchase of vegetable oil

Boris Protais Kana Nomo
This book aims to enrich the knowledge on the influence of explanatory factors of consumer behavior on the decision to purchase vegetable oils. The economic sector today is driven by several evolutions and changes, which impose to the companies which are in it a great flexibility and a new optics of production: the innovation. Thus, we find on the market a wide range of cooking oils. However, many of these products fail shortly after their launch. The recurrence of this phenomenon has aroused the interest of researchers on the factors that can explain the consumer's behavior when buying products. The present research is the result of several months of research in Cameroonian markets. During this study, we had the opportunity to observe with regret the poor sales of vegetable oils in the cities of Yaoundé, Douala and Bafoussam. The results of this study show that the selling price, the quality of the product and the sales promotion influence the decision to buy vegetable oils.
Autor: Kana Nomo, Boris Protais
EAN: 9786204238319
Sprache: Englisch
Seitenzahl: 92
Produktart: kartoniert, broschiert
Verlag: Our Knowledge Publishing
Untertitel: Influence of explanatory factors of consumer behavior on the decision to purchase vegetable oils
Schlagworte: Marketing Consumer Behavior consumer sales price sales promotion and product quality
Größe: 150 × 220