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beavor n con mer ǯ byng dec on. Vare y- eekng beavor  7ere
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brand 7en prca ng e prodc (5o ler e al., 2009). *erceved dfference
be 7een e prodc ar e beca e of promo on effor by e brand a 7ell a
nflence from peer grop . 

Te byng dec on proce  a fve- age model n 7c e con mer goe
rog 7en prca ng a prodc . Dagram 1 belo7 o7 an e-ample of a
con mer dec on proce for prca ng N r-gran.

Dagram 1


      
5elloggǯ m en re a c omerǯ e-pec a on and need are con  en ly
me a o crea e e mo perceved vale for e c omer. T  done n a
nmber of 7ay .


  
-c Mon orng and mprovng food qal y o verfy a all ncomng ra7
ma eral conform o 5elloggǯ rc andard
-c En rng a e packagng man an e food n ren level, flavor and
fre ne from e manfac rng plan o e con mer .
-c 5elloggǯ opera onal facl e m delver con  en and afe food o
mee e con merǯ g andard (5ellogg , 2010)
-c En rng avalabl y of prodc a e permarke .

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Äon  er
Bo any, NSW (loca ed n eac S a e) Wool7or  , GA e c.)

Dagram 3

Te level of d rb on for 5elloggǯ N r-Gran  n en ve (Äannel 3) 7 

7o n ermedare .  con dered o be a convenence good a  7dely
d rb ed n order o make  7dely avalable o con mer . N r-Gran  old
n permarke c a Äole , Safe7ay, GA, and one of e fe7 cereal brand
a  avalable n convenen ore c a 7-Eleven.

N r-gran cereal  made n e cen ral 7areo e loca ed a Bo any n NSW.

Te Bo any Wareo e en pple local and e-por c omer n all a e
o er an We ern A rala.

*ackaged good are en moved from e Bo any Manfac rng *lan o e
cen ral 7areo e o be ored. .e alerǯ order are en receved from all
a e . Te order are en cecked o make re a prodc reqe ed are
avalable and cred cond on are me before endng  off o e re aler .

5elloggǯ a a par ner p 7  re aler c a Äole and Safe7ay beca e
ey f n 7  5elloggǯ N r-Granǯ arge marke of mo er and yong
adl . Te prodc  elf  al7ay placed clo ed o o er 5elloggǯ brand n e
ore elve and a eye-level  very v ble o e con mer 

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