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An Evaluation of the Determinants of Brand Choice: A Study of Sports Supplements

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Jordan Abrahams.docx (2.165Mb)
Author
Abrahams, Jordan
Date
2014
Type
Thesis
Publisher
Cardiff Metropolitan University
Metadata
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Abstract
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.
URI
http://hdl.handle.net/10369/6439
Description
BA (Hons) Business and Management
Collections
  • Undergraduate Degrees (Management) [568]

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