An Evaluation of the Determinants of Brand Choice: A Study of Sports Supplements
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Author
Abrahams, Jordan
Date
2014Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
This study aims to understand what drives individuals to choose and purchase certain brands of supplements. It aims to answer the objectives of how individuals feel about themselves, by understanding the concept of the Self. Furthermore the study looks at what motivates an individual and why these stimuli change from person to person. Finally it moves on to understand the effects of Self-monitoring and Self-motivation and how these impact buyer behaviour.
Description
BA (Hons) Business and Management