Browsing Theses and Dissertations by Subject "Influence Of Reference Groups On Consumer Choice: The Case Of Toilet Soaps In Nairobi"
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The Influence of Reference Groups on Consumer Choice: the Case of Toilet Soaps in Nairobi
(University of Nairobi, 2011)In Kenya, many manufacturers of toilet soap brands have resulted to very heavy advertising in reaction to increased competition that has seen rival manufacturers increase their marketing spends to win customer loyalty, ...