haku: @author Leek, S. / yhteensä: 6
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| Tekijä: | Leek, S. Turnbull, P.W. Ying, G. |
| Otsikko: | Customer confusion: the mobile phone market |
| Lehti: | Journal of Marketing Management
2000 : JAN-APR, VOL. 16:1-3, p. 143-163 |
| Asiasana: | Consumer behaviour Information Telecommunications industry |
| Kieli: | eng |
| Tiivistelmä: | This research focuses on the effect of confusion on information search behaviour which is part of the decision making process in mobile phone market. Understanding search behaviour is of great importance to marketers, especially in designing marketing strategy and tactics. The findings reveal that although consumer confusion exists in the mobile phone market, it does not have a detrimental effect on the market. |
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