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Chapter 4. Service Delivery System and R... > Purchase Behavior Quick Screen

Purchase Behavior Quick Screen

Figure 4-1 depicts the relationships between the types of purchasing behavior exhibited and the level of consideration given to a particular purchase in the context of the required real estate. In most cases high and low consideration is interchangeable with high and low price. McDonald’s would be at point 1 on the graph. The average ticket or amount spent per person or the average bill at McDonald’s is under $10. Point 2 is an example of a quick oil change that has an average ticket of $30 to $35. Point 3 is the purchase of a refrigerator or an automobile with price points in the hundreds or thousands of dollars. As the price or consideration increases with the movement from a spontaneous to a planned purchase, the importance of the real estate decreases.

Figure 4-1. Purchase behavior quick screen.



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