PES Business Review

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The book under review deals with understanding of Consumer Behaviour to strategize their business activities effectively. Pamela Danziger challenges conventional wisdom of using historical data of consumption to predict the future consumer behaviour. Answering the question why people buy things they do not need is like using a crystal ball to gaze the unseen. It is anticipating where the consumer will be in the future. According to the author one of the secrets of successful decision making for future lies in the answer to the question 'Why people buy?' Consumers are the focus of aU businesses and any lack of understanding wiU sound the death knell.
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