Using the DDB data in Table 5A, create age groups that approximate the generations described in the
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Using the DDB data in Table 5A, create age groups that approximate the generations described in the text. For which products and activities are there the greatest differences in heavier consumption across the generations? Why is this the case?
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Consumer Behavior Building Marketing Strategy
ISBN: 9780073381107
11th Edition
Authors: Delbert Hawkins, David L Mothersbaugh, Roger Best
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