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Essay sample - Buyer Behaviour
Pages 8 (2008 words)
Fishbein’s analysis enables us to understand consumer preferences and thereby predict consumer behavior by understanding their preferences. Based on the above analysis, it provided us a snapshot of how the players in the Downloadable Film Services are faring in terms of consumer’s behavior towards them…
It is obvious that NetFlix lags behind its competitors in most of preferred ( except in cost and picture where it placed second at 24 to Blockbuster’s 48). Inferring from Fishbein’s extended analysis, NetFlix has a lot of things to do if it intend to launch in UK successfully. First, it has to increase the number of titles it intend to rent out because it is perceived as lacking in this area. Second, it also needs to improve the interface of its website because end users find it complicated compared to its competitors based on the survey conducted. In addition to it, it has to improve the download speed of its server because it is perceived to be slow by its consumers.
These factors and perceived weaknesses however are within the control of NetFlix of which it can readily addressed if it wanted to launch in the UK market successfully.
2. Porsche Blackberry phones
a. Construct two Means End chains, one for the new Porsche Blackberry and another for the standard Blackberry.
Means End Chain was originally a research that showed how people’s values affect other aspect of their lives. Means End Chain was later expanded in business to understand how products interact with consumers and how specific values relate to consumption behavior (_____). Means End is divided into three constructs which are attributes, benefits and values that ultimately form the Chain. ...
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