Summary |
Content divides in twp parts.
In part 1, the details of consumers' actions and thoughts are shown in line with the framework explaining the purchase process of general goods and services with a focus on the decision-making process and series of actions consumers take when getting a life insurance product. In the chapters of part 1, the specific actions and thoughts of consumers in the various stages of the purchase process are explained.
In part 2, the characteristics of consumer segments classified into subdivisions according to various axes are explained with a focus on consumer heterogeneity.
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