Characterizing the Buyer Decision Process: the ZMOT model in Chile’s technology sector
This study presents an updated application model that identifies the intervening factors in the buyer decision process. In traditional research, the consumer is said to confront two moments of truth before making the decision to buy: first, when encountering the gondola, and then again while experie...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Concepción
2017-06-01
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| Series: | RAN |
| Subjects: | |
| Online Access: | http://ran.udec.cl/ojs/index.php/ran/article/view/46 |