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Consumer Behavior Term Paper

In: Business and Management

Submitted By Hondo
Words 2033
Pages 9
Term Paper
MKTG 578 Consumer Behavior
Devry University / Keller

The company Action Figure Outpost is a resale company for action figure themed toys and collectibles ranging from vintage to more modern products. The company has been in business for several years as an eBay store managed by a Top Rated eBay Power Seller; however the store has undergone gone recent name changes which allowed for the store to focus on specific items to be sold and narrow in on a target audience. The company now operating under the name ‘Action Figure Outpost’ was originally a general online resale company but over time the company has adapted to more specifically sell the aforementioned action figures and action figure themed collectibles. This decision was made for several reasons. Two of the biggest reasons for the name change and narrowing of the product being sold was the high turnover rate for the sale of action figures, with the additional reason being the ease of product shipment due to the general light weight of the items when sold individually. The company additionally offers a consignment service for those wishing to seek “top dollar” for their items, as long as they fall in the category of action figures, however, consignment is a last resort when the company cannot obtain the item through a bulk cash purchase, or when it is the sole wish of the seller to go the consignment route. The consignment rate then varies based on the needs of the seller, however when offered a rate which does not allow for the company to benefit the company will reject the proposal.
Action Figure Outpost’s consumer / purchaser base consists of young to middle age adults who likely purchase the items for the purpose of collecting, or in some cases the purchaser may be a parent who wants to achieve the item for their children, which is more typical with the modern era products. At any rate the…...

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