CONSUMER BEHAVIOUR ANALYSIS OF “SMART PHONE USERS”

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CONSUMER BEHAVIOUR ANALYSIS OF
“SMART PHONE USERS”
STUDENTS NAME
NAME OF THE LECTURER / TUTOR

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Table ofContents
INTRODUCTION ......................................................................................................................4
1) What is Consumer research? ............................................................................................4
2) Smart phones and Social Media Keys and their Consumer traits:-.............................5
3) INCREASING BRAND LOYALTY OF SMART PHONE CONSUMERS:- ..................6
b) Customer Involvement, a Missed Opportunity for many Corporate Giants of Smart
phones:.......................................................................................................................................7
4) Consumers, Markets and target consumer segmentation and preferencesError! Bookmark not d
Identify, Analyze, and Interpret key consumer trends/findings: ......................................10
5) Android Forensics:.................................................................................................................12
PRACTICAL OBSERVATION APPLICATION, EVALUATION AND EVIDENCE OF A M
6) TYPES OF SMART PHONES IN USE OF CONSUMERS .........................................13
Cyber Crimes through Smart Phones: ................................................................................15
7) Smart Phone, A Corporate Gold mine, For Competitors too:-....................................16
8) Consumer Judgment and Decision Making Influences, What makes them Click: ..18
9) How to be on the safer side of the chain:- .....................................................................19

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10) EVIDENCE OF IMPACTS OF CONSUMER BEHAVIOUR PATTERNS ON
MARKETING ACTIVITY:.......................................................................................................20
An Example from our Everyday Life....................................................................................20
NOKIA’s Commitment for Consumer ease and Satisfaction ...........................................20
11) Post-purchase processes and meaning generation: .................................................21
12) IMPACT OF CONSUMER BEHAVIOUR UPON MARKET ACTIVITIES AND
THEIR RESEARCH PATTERN…A FUTURE SCENARIO:.............................................22
CONCLUSION ........................................................................................................................23
REFERENCES........................................................................................................................26

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INTRODUCTION
1) Consumer research
1.1) Consumer as a social scientist:
Goffman (1959) as (cited in Schulz 2012), used theatric allegory to define how a
consumer behaves in his “impression management theory”, as a consumer is a social
scientist who behaves in public, the way an actor performs on stage in front of an
audience .
1.2) Use of Reflexivity:
a) Schulz 2012 also elaborates; another useful measure of a consumer’s behavioral
traits is “reflexivity” by which a customer’s response and reaction can be analyzed by
his past experience.
b) Reflexology also envisages the impact of “Other relevant people” around the
consumer, and their experiences which eventually help shaping their judgment. It all
falls under the umbrella of impression management (Schulz 2012).
Goffman (p. xi), compared Consumer behavioral analysis with dramaturgical
provisions such as stage, actor, performance, character, audience, and team
performance, to explain the scenario of a consumer’s characteristic environment.

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Impression management theory sheds light on two themes for a consumer, the actor’s
exterior (how the actor looks) and mannerism (how the actor behaves).
1.2) CONSUMER TRAITS:
According to Goffman states that the outward façade of a consumer, like an actor’s
physical attributes consist of: clothing; sex, age, and racial characteristics; size and
looks; posture, speech patterns; body language, facial expressions; gestures; etc.
These behavioral traits of a consumer can be thoroughly analyzed, by conducting a
“formal sociological analysis” by Goffman ( 1959, p. 15 Cited in Schulz 2012).
2) Smart phones and Social Media Keys and their Consumer traits:-
The usage of social media and communal networking still continues, to increase around
the world (Blackwell, D, 2001). Globally the trend towards using highly technical gadgets
such as smart phones is on an all time high, specifically in the United States 8 out of 10
internet users currently making use of social media network, according to a new study
by “In-Sites Consulting” (2012), the use of social media is enthused by the mounting
use of the number of smart-phones around the world. It is a fact that Consumers with a
smart-phone make more rigorous use of social networking sites than those without a
mobile Internet connection. People with a smart-phone are also more brand loyal and
technology forward (Travel Agent, 2012).

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2.1) Some Interesting Facts about Smart phones Users:
a) According to the latest study Face book holds its status for being the most popular
site (7 in 10 are active on Face-book).
b) On second slot we have Twitter (25%) and LinkedIn (24%).
The study by In-Sites Consulting, also shows that, smart-phones lead to further growth
of social media. 44 percent of U.S. internet users have a smart-phone with an internet
subscription, 17 percent have a tablet. The increase in the number of smart-phones and
tablets causes an increase in the use of social media Comor, E. (2000).
73 percent of people with mobile Internet use social media every day, this is 63 percent
for people without a mobile connection. Social media applications are also quite
popular; the report says (Iftode et al, 2004, P.88).
3) INCREASING BRAND LOYALTY OF SMART PHONE CONSUMERS:-
In popular practice many smart phone manufacturing companies are concerned about
the number of buyers and sales but what they miss out on, is a fair opportunity of
interacting and collaborating with their target customers Comor, E. (2000).
By understanding behaviour of consumer, marketers and practitioners in marketing field
can reach the consumer with appropriate strategy. However, consumer behaviour is a
complex field to understand it because the behaviour has changed overtime and a
consumer affects by several factors such as psychological, social and cultural elements.

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Therefore, understanding the motivation of consumer to buy a product is the main
function of marketers to stimulate that motivation or in other words how marketers can
affect and change consumer behaviour to buy particular brand or product. This is a
good chance to increase their brand worth and enhance customer’s brand loyalty.
Today’s smart phone customer is smarter than ever, and more demanding also. It is
also due to the fact that today’s customer is more internet active and using the best
gadgets with faster processing of information by making use of various media (Iftode et
al, 2004).
a) Customers want more and more in terms of quality Innovation:
By utilizing mobile devices and watching campaigns, electronics patrons also generate
background consumption information, which is descriptive and generated in back drop
of current trends and changes (Dawson, S, 1990). Consumer consulting committees
and research communities also offer a distinctive and unique platform to engage and
enlighten consumers regarding the brand strategy of a smart phone company.
Consumers want more value and at the same time, are able to add to the value and
brand worth of their preferred new product, which is a great feature in product
development life cycle (Dawson. S, 1990). Consumer interaction and information is a
boost to a company’s advertising campaigns and content marketing strategies (Iftode et
al, 2004).
b) Customer Involvement, a Missed Opportunity for many Corporate Giants of
Smart phones:

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In these days, highly prestigious smart phone manufacturing and electronic companies,
lay emphasis upon their target consumers and make them a permanent feature of their
marketing and advertising campaigns as an added attraction to their campaigns, and to
add more credibility to their campaigns (Dubois, B.,Duquesne, P, 1993). Unfortunately, most
companies do not exploit this opportunity and do not realize the importance of
consumer marketing and target consumer analysis (Iftode et al, 2004).
c) Various Smart-Phone features in terms of Consumer preference and
convenience:-
System Architecture:-
In this report we propose a system architecture, which allows smart phone users to
interact with embedded systems positioned in their proximity using Smart Phones. We
have identified four models of interaction between a Smart Phone and the adjoining
environment Fisher, J. E. (1987). Due to the overall wide acceptance of the Mix among
field marketers it is the result of their profound exposure to this concept during college
years, since most introductory marketing manuals embrace it as "the heart of their
structure" (Cowell 1984).
Methods of Interaction between A Smart Phone and the Surrounding Environment:-
1) Universal remote control.

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2) Dual connectivity.
3) Gateway connectivity.
4) Peer-to-Peer network.
Hybrid Communication Modes:-
Although each of these models has diverse uniqueness, and they differ in execution
yet, our systematic architecture provides a unique framework for all of the models
Fisher, J. E. (1987). Vital to our architecture are the “hybrid communication capabilities”
incorporated in the Smart Phones. These phones have the unique feature of
incorporating short-range wireless connectivity (e.g., Bluetooth) and Internet
connectivity (e.g., GPRS) in the same personal mobile device Fisher, J. E. (1987). This
feature collectively with significant processing power and memory can turn a Smart
Phone into the only mobile device that people will require, and essentially will carry
wherever they go, as featured in (Iftode et al, 2004, P.88).

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Identify, Analyze, and Interpret key consumer trends/findings:
TARGET CONSUMER SEGMENTATION AND ANALYSING CONSUMER
PREFERENCES
Identifying the 4Ps as the controllable parameters likely to influence the consumer
buying process and decisions (Kotler 2003; Brassington and Pettitt 2003).
a) SMART PHONE USERS CONSUMER ANALYSIS:
Elaborating the Key Concepts of: a. Perception b. Learning and Memory c. Self-
concept, personality and & identity construction of Smart phone Customers:
Our target consumers for this report are “Smart phone Customers” Hawkins, D. I, (1992).
In order to identify, analyze and interpret our key customers for the smart phone market,
we need to develop a Holistic approach, with constant focus on objective and precise
data Maclnnis D. J. (2001). Today’s trends towards innovation, product development and
marketing techniques we need to have a precise analysis of, mobile user behavior and
experiences, which form perception and eventually, result in judgment Maclnnis D. J.
(2001). This report is based upon a framework for mobile audience dimensions, for
collecting data at the point of convergence - devices.

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Significant cultural, social, demographic, political along with other economic influences
that it might have during the last decades of the 20th century, that is combined with
various technological advances, such advancement have drastically changes the overall
consumer's needs, nature and behaviour.
b) Critically evaluate, understand, and integrate theoretical and managerial ideas:
Current Trends and influences on consumer behavior, Attitudes and Factors
Responsible for Developing and Changing consumer attitudes:
The report assesses the existing framework to alternative options and methods of smart
phone user research, and identifies the exclusive advantages of on-device dimensions
alongside the key weaknesses Haug, A. F. (1971). Apart from elaborating on data
collection, the report addresses the related analytics, present adoption modeling and
stickiness analysis that harmonize the data collection process and deliver handy
insights Kanuk L. L. (2004). The insights can be provided to device vendors, application
developers and carriers, who can use the insights in product portfolio management,
product development, and marketing (Jung. K).

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SMART PHONE MARKET INFLUENCES:
5) Android Forensics:
PRACTICAL OBSERVATION APPLICATION, EVALUATION AND EVIDENCE OF A
MARKETING ACTIVITY:
a) Experience of Smart Phones In the field of forensics: Solving and
Harboring Crimes:
According to Hawkins. D, state that the modern consumers are different in terms of their
demands, individualistic profiles, involved, independent, better informed and more
critical.
Behavioral learning theory is the paradigm generally referred to when a layperson
speaks of “behavior modification”. Smart phones are creating a huge difference in our
everyday life by evolving the IT and Communication landscape enormously. A
Smartphone is capable of performing almost all the functions that a computer can Kanuk
L. L. (2004). Today majority of the commercial staff members access and administer their
official emails through the e-mail client installed on their Smartphone.
b) THE WAYS A SMART PHONE CAN BE USEFUL AND BENEFICIAL TO THE
CORPORATE LANDSCAPE:-
1) Booking movie tickets.
2) Online fund transfer.

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3) E-commerce and online banking transactions.
4) Useful for Researchers, Librarians and Publishers for browsing and Publications.
C) PERSONAL OBSERVATION OF CONSUMERS INFLUENCES THEIR
JUDGEMENT AND OVER ALL MARKET BEHAVIOUR:
Smartphone can come handy in so many domestic and corporate functions, with high
powered memory and speed of 3G, and more recent 3D Smart phones are getting more
accepted and well-liked especially among working class professionals and students
identically, and this current trend is sure to soar in future as well Williams, C. C. (2001).
d) Some Negative Features of Using Smart Phones:
As Smartphone market is growing, its market share is increasing, along with its growing
expansion and popularity; it is also catching some bad intentions. With the good, comes
the bad, same is for bad guys or hackers, it is easy to target mobile and smart phone
users as they are less sentient and unaware and care less about the risks associated
with the mobile and smart phone devices and mobile applications, alongside other
electronic media (Chasta, 2012).
6) TYPES OF SMART PHONES IN USE OF CONSUMERS:-
There are various Mobile Operating Systems present in the market which fall into the
category of Smart Phones. Among this Mobile Android, OS, iOS and RIM are more
prominent. Android is the most extensively used Mobile OS present in the market.

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According to Gartner report, Android had more than 36% share of the market by end of
the first quarter of 2011 (Chasta, 2012).
a. Situational Context:
Android, a Hackers Heaven:-
It is quite obvious that the most popular platform is likely to be targeted more, as in the
case of Microsoft Windows Operating System. A hacker wants to target mass and a
common man and for that purpose, he has to target the most frequently used and a
universal platform (Jung. K,). Android is one such commonly used platform, as Android
is targeting and satisfying consumers and capturing market share, it is becoming
preferred target platform of hackers (Chasta, 2012).
Smart phones in the world of Computer Forensics:-
Computer Forensics: Is the Collection, Prevention, Analysis and Court presentation of
Computer based evidence (Shah, 2012).
It is always a challenging task for forensic investigators to discover the evidences from
the Android devices. Android has a unique and newer file system, directory
structure, kernel, libraries and runtime environment, which makes Android quite
complex for the forensics. Android smart phones can carry sensitive evidence and
critical information, which can actually help catching criminals with ease Sojka, J.Z. and
P.S. Tansuhaj (1995).

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:
b. Problem Recognition:
Cyber Crimes through Smart Phones:
There are a series of Cyber Crimes committed by using Smart Phones some of them
are listed below (Chasta, 2012).
a) Terrorist Activities:
Terrorists and anti-social elements also use Smart phones to trade and accumulate the
information they require to follow their heinous regime. They use Smart phones to
correspond and maintain communication with their fellow members of the radical
organization Sojka, J.Z. and P.S. Tansuhaj (1995). They are also known to be using GPS to
uncover locations. They can stock up a variety of data in the Smartphone like maps or
photos of locations on their target, encrypted and secretive files, commands and
directives etc. They can use the phone to snap and store photos of target locations and
people at risk (Chasta, 2012).
b) Software Theft:
Software theft is now a widespread universal attack. It works as if you own a company
and, codebase with all your encrypted key data of your software is stolen and sold to

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your enemy or rival; he can make an enormous loss to your company Comor, E. (2000).
Your competitors are ready to invest huge money to get hold of the source code of your
key software (Chasta, 2012).
7) Smart Phone, A Corporate Gold mine, For Competitors too:-
a) Information Search:
Risk for Business men and corporations:
A Smartphone can carry large volume of insightful and sensitive data. Business men
cannot live a life in isolation they have to be social and in public eye all the time. They
can use Smart phones in carrying codebase of any key software of their corporation
which are at risk of corporate thefts Comor, E. (2000). There are security guards and other
safety mechanisms in place to check the employees and guard their visitors, if they are
carrying any business significant information in any form. But still they barely check for
Mobile phones, which are generally considered harmless (Chasta, 2012).
A Corporate Theft Example from Everyday Life: When a Tool to help you becomes
your foremost enemy:
In one typical case of Software theft, a discontented employ of a corporation used to
carry all source code of the key software of the company in her smart phone. She first
copied the code in her phone’s external storage, and then deleted the same critical data
from the phone immediately Comor, E. (2000). When her phone was examined at security

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check, nothing was found in her phone. When she reached home, she used a device to
recover the deleted data. This way she took all the data out from her company and
currently she sold the source code, at a huge price to the adversary of her employer
(Chasta, 2012).
Murder Cases:
In course of an attempted murder or other criminal cases, a Smartphone can carry or
supply evidence valuable and handy in solving the case Williams, C. C. (2001). Precisely
from call records and text messages to twitter or face book records or GPS data can be
easily recovered from the phone. It is a remarkable landmark for forensic investigators
and criminologists (Chasta, 2012).
Attention-grabbing locations for Forensics to be used while their Investigations
A Smart Phone Market Break Through:
a) Phone Browser Memory.
b) SMS/ Text Messages.
c) Application storage.
d) SQ-Lite database files.
e) External Card.
f) Call records.

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g) GPS data.
h) Contact list.
i) Messenger (Yahoo, MSN) records.
j) Social networking application (Face book, Twitter, LinkedIn, Orkut) records.
h) Email client data.
i) System storage.
j) Data stored in external card (Chasta, 2012)
8) Consumer Judgment and Decision Making Influences, What makes them
Click:
Difference between Android and Other Smart phones, to Forensic Investigators
and some Suggested improvements to the marketing activity:
Investigation of an Android Smart phone device is different than other Smart phones
due to, its highly sophisticated design and technological advancement. It becomes more
useful to the forensic investigators because of its latest features. Evidences can really
be recovered from Android phones Williams, C. C. (2001). These concrete evidences are
more practical and reliable and shed light upon the crime scene; such as:
Computer graphics and animations, video down loads, touch sensitive and increased
text storage etc.

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Reported evidences are required be apparent; they must be ambiguous and give direct
or indirect indication to the probable scenarios of crime (Chasta, 2012).
Reliability and Assurance of Smart phones solidify evidences and Safety is
assured by Cyber Laws:
In a criminal investigation, where people’s lives are at stake, reliability and assurance
does matter a lot. The evidences are needed to be presented in the court of law; it is
also required to map and record the findings with respective laws in order to attain a fair
and justified conclusion Duquesne, P. (1993). In addition to evidence, it is also obligatory to
present Chain of custody and supervision. Again reporting depends upon the law of the
land and differs from various jurisdictions and countries; also the Cyber Laws varies
with geography (Chasta, 2012).
9) How to be on the safer side of the chain:-
In order to achieve Cyber safety and get away from the threats, there are a whole lot of
options to re-consider such as:
a) Choosing a company for mobile imaging becomes something that needs to be done
with a good reliable service provider.

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b) A lot of care and discretion is required while using social networking websites, it is
essential to go about their assigned set of safety and privacy protecting procedures.
c) Mobile and Smart devices and web-applications must be carefully monitored in the
areas of:
1. Core Banking,
2. Internet Banking
3. Finance,
4. Healthcare,
5. CRM, telecom and
6. E-Commerce.
We must have a regular Security check, to ensure safety from hacking Duquesne, P.
(1993).
10) EVIDENCE OF IMPACTS OF CONSUMER BEHAVIOUR PATTERNS ON
MARKETING ACTIVITY:
An Example from our Everyday Life
NOKIA’s Commitment for Consumer ease and Satisfaction:
Customarily, producers and innovators face a dual option when creating and channeling
novel technologies into consumers' daily lives. They pushed new science-based
technology or adapted to often insipid and bland market pull triggered by fierce and
competitive external environment. The previous remote and secluded design from

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consumers, the latter from technology, skill and expertise and the contrast of the two
make a winning combination (Ainamo et al, 2000).
NOKIA’s Winning Streak, Formed by Customers: Another Example of
Growing trend of Corporate Ethics and Consumer Care:
The budding information society aggravates the long-established transaction
swapping into an impasse. Many clients fail to satisfactorily comprehend new
information technologies to significantly experience them, or practically utilize them or
to demand anything extra from them.
Nokia, the world's principal producer of mobile phones, channels new
technologies into the everyday lives of customers. Communication, interface and
interaction with consumers are key concepts and design drivers at Nokia. Nokia
experiments, mixes and matches varied and diverse new technologies with consumer
groups according to each group's competence and capability to understand and
experience these new technologies (Ainamo et al, 2000).
11) Post-purchase processes and meaning generation:
As a desired proposition, I recommend that Nokia's heuristic rules about
organization of communication with consumers may take a broad and generalized
vision beyond Nokia. So that the Smart phone users may simplify their findings and

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generate results according to their own preferences which may also compliment the
fast and multidimensional frame work of the new age Smart phones.
(Ainamo et al, 2000)
11) IMPACT OF CONSUMER BEHAVIOUR UPON MARKET ACTIVITIES AND
THEIR RESEARCH PATTERN…A FUTURE SCENARIO:
The focus of: Researchers, research students and practitioners, in the fields of
behavior studies, including: computer science, behavioral science, and social science
communities, is growing and more emphasis is laid worldwide upon behavior analysis
methods of: Modeling, Analysis, Mining and Decision making. The aim of many
successful corporations in the field of Smart phones, is and has always been,
researching and examining various complex behavioral patterns of customers, and
satisfying their diverse and often complex needs and demands.

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CONCLUSION
To sum up, we may conclude that Smart phone consumers have shown incredible
growth in various dimensions. Not only, in terms of the growing popularity and market
share of Smart phone users, specifically androids, there is a positive attitude attached
with a tinge of negativity around us. Generalizing and analyzing Android phones
for forensic purposes employ totally different techniques and tools than the traditional
forensics. It involves sophisticated intelligence and interference media. There are tools
accessible in the market for Android Forensics, but still there is more to come and gaps
to be filled and a long way to go in this direction.
‘Consumer Behavior' is progressively becoming more significant and imperative
concept in the: scientific, societal, economic, cultural, political, military, living and virtual
walks of life. Whether it is the world of “Behavior computing”, or “Behavior informatics”,
the research patterns consist of: methodologies, data gathering tools and techniques
and practical devices for investigating and interpreting behaviors in these diverse
worlds.

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Appendix
http://www.youtube.com/watch?v=CjUcq_E4I-s
A youtube video link, indicating how the use of smart phones are shaping consumer
behaviors….
The below picture is of Samsung Galaxy S2, when it was launched Samsung marketed
its product on the basis of its fast processor, targeting consumers of phones who prefer
to have speed on their phones.
Where as with the new Samsung Galaxy S3, the company targeted the
consumers in a general way, rather than being specific to any particular

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market.
If we compare the marketing done by Nokia, the company was not able
to convince consumers towards their products, mainly because of the
reason that what consumers were expecting or looking for was not
highlighted by Nokia.

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REFERENCES
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can We Learn from the Nokia Experience?., The Design Journal, Volume
3, Number 2, Berg Publishers, pp. 15-26(12).

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2. Iftode, L., Borcea, C. ; Ravi, N. ; Kang, P. ; Peng, Z. ,2004. ‘Distributed
Computing Systems 10th IEEE International Workshop on Future Trends of
Smart Phones’. Department of Computer Science. Rutgers Univ., Piscataway,
NJ, USA Conference. Publicationons, p.88 – 94.Accessed 4 October 2012.
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of Nebraska at Kearney, Journal of Research for Consumers. Issue: 21,
Agrios GN, Plant pathology, 5th edn, Elsevier, Burlington, MA. Accessed 4
October
2012.<http://jrconsumers.com/Consumer_Articles/issue_21/Heather%20M%20
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4. Blackwell, D. R. Miniard, P. W. Engel, J. F. (2001): Consumer Behavior, Forth
Worth, Philadelphia: Harcourt College Publishers
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institutional contradictions, Journal of Economic Issues, 34; pp. 105-111.
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of Patronage Behaviors Across the Social Class Hierarchy, Advances in
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7. Dubois, B., Duquesne, P. (1993): The Market of Luxury Goods: Income versus
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Implications for Marketing Strategy, Homewood, Boston: Irwin
10.Hoyer, W. D., Maclnnis D. J. (2001): Consumer Behavior, Boston, New York:
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16.Travel Agent. Smartphones and Social Media Keys to Reaching Consumers
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keys-reaching-consumers-37346>
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forensics-vitalforcombatingcybercrimes>

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