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| About This Book "It is distinct in both form and content." "This reference professionally combines consumer behavior theory and practice ..." "The practical finding of the analysis of the Saudi family's behavior when purchasing a personal computer highlight the overwhelming ongoing changes in lifestyle and information. " ''The authorship of the present book combines both professional hands-on-experience and command of academic research procedures." Dr. Sayyid Al-Metwally Hassan “The present study represents a new scientific contribution. The researcher has made a serious effort to shed light on some issues of such a vital field of knowledge, with particular application to the Saudi market. He starts with theoretical framework explaining in detail the factors that influence the purchase decision. Then, he presents the findings of purchasing computer.” Dr. Ahmed Ali Soliman “This is thoroughly enjoyable and informative. Of particular interest is the insight it offers as to the factors affecting the buying habits of the Saudi family. As such, it is relevant both as a piece of marketing research and a sociological study.” Paula Somerville
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