A customer is deciding what to purchase for her book club book group. Initially she researched Amazon, Barnes & Noble, and her local bookstores to see what kind of price and services each store offered. After some reflection, she decided to buy her books from the local bookstore. Over time she developed a relationship with the proprietor and purchased three other books he recommended. The situational factors involved in this example include:

Responses

demographics and life stage

attitudes and beliefs

the buying task and customer bookstore brand loyalty