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Currently, Caroline drives tentatively when she is lost, while trying to follow printed directions. A GPS device fulfills the need of safety; Caroline can type in the destination, and then follow turn-by-turn audio directions. Social needs are a consideration because as a society, we need to drive and we need to purchase Christmas presents. As a personal need a GPS device is a status symbol, although as GPS devices become more widespread the significance as a status symbol is diminished.
2. Discuss the steps in your buying-decision process: - need recognition, identification of alternatives, evaluation of alternatives (overall products and specific brands), decision, postpurchase behavior
Need recognition presented itself last October when one day at my desk, I received a call from Caroline...
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Common topics in this essay:
- Data
- Assessing the benefits of replicated empirical data in a marketing context.
- Garmin
- Secondary data & marketing research insight: "The case of Innocent Drinks".
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