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  Differences in buyer behaviour in target markets 

 There is great variation in the proportion of user access in different countries (as explained 

in  Chapter   4   , in the section Understanding users’ access requirements). This gives rise to 

differences in buyer behaviour between different countries or between different segments 

according to how sophisticated customers are in their use of the Internet.  

  The online buying process 

  Searching 

behaviours 

  Approaches  to  finding 

information vary from 

directed to undirected.   

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Chapter 9  Customer relationship management