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Buyer Behaviour - Essay Example

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Summary
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…
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Buyer Behaviour

Download file to see previous pages... of viewing web site catalogue 32 30 24 Ease of downloading to device 24 35 15 Speed of download 16 28 8 Picture quality of downloaded movie 24 56 32 Cost of downloading movie 21 48 24 Fishbein’s analysis enables us to understand consumer preferences and thereby predict consumer behavior by understanding their preferences (Solomon et al 2009). 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 showed that Blockbuster is leading in almost all areas making it the dominant player in the UK market. It also gives NetFlix a hint however on which area should it improve for it to successfully launch in the UK. Fishbein’s analysis however is being critiqued to be an inaccurate basis for a product or service success in the market. Market entry such as NetFlix’s entry in the UK market involves a myriad and interplay of various marketing components that relying solely on Fishbein’s model to determine a company’s success of entry in a particular market would be inadequate. b. From the above data and from your Fishbein analysis make recommendations as to how Netflix can make its launch into the UK market more successfully. 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...
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. ...Download file to see next pagesRead More
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