Hp
As the demand for HP¡¯s printers in scenario 1 is given as N1, we need to analyze the purchasing effects of introducing direct sales of HP printers (all types) through HP¡¯s website, on each of the consumer market segments.
At home market, first time buyers: There are some arguments suggesting that consumers in this segment may be inclined to buy directly through the internet. Consumers here do sufficient research and are quite selective on deciding which printer to purchase. Also they are in no hurry to receive the product, and manufacturer guarantees are important to them because they believe that retailers have poor after sales support and repair services. Nevertheless, strong inhibitory factors also exist which would disincline them to buy off the internet. These buyers go through the normal phases of shopping behavior: awareness, consideration and purchase. In traditional cases like this the ¡®touch and feel¡¯ factor becomes important, that websites cannot provide.......
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