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Types of consumer buying behaviour are determined by level of involvement in purchase decision. This is affected by the importance and intensity of interest in a product in a particular situation. In short; someone who places importance on what ring tone they have, would consider ring tone selection to be a high involvement purchase. The fact that a ring tone is a product visible to others, means that a consumer who places importance on ring tones will view the selection process with a high social risk.
Moreover, the way a consumer behaves is largely determined by the motivation behind their actions...
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