Consumer Behavior Modeling - An Empirical Analysis

Consumers are not the same and they behave and decide on a varied extent. This book captured the behavior towards food consumption with a special reference towards fresh fruits and vegetables. The Theory of Planned Behavior is one of the best consumer behavior models that depicts the psychology towards the consumption of fruits and vegetables. This is a presentation of a wholesome information on consumption decision making.

Autorentext

Dr. R. Dhivya, Post Doctoral Fellow, Department of Agricultural and Rural Management, Tamil Nadu Agricultural University, Coimbatore 641003