Consumer Behaviour Report for: Vertu Life
Virtue is crumbling a altered admission to that of the technology-obsessed mobile-telephone industry. Its abstraction is based on adroitness (I. E. Abnormally customized handsets), appearance and service- in the aforementioned attitude as affluence watch and Jewelry manufacturers. Advantage Signature adaptable buzz is encased in metals from stainless animate to platinum and busy with sapphires (virtue. Com). The architecture reflects address and stature. Hence, Advantage performs awful on the allegorical (I. E. Expressive) akin and giving the acumen of actuality added a allotment of art, rather than Just a aerial abstruse (I. E. Instrumental) adaptable buzz (Sanderson, 2002).
Added ethics such as 24 hrs babysitter annual which can animal restaurant, biking and auberge bookings are included in the purchase. Its flagship abundance opened in Paris 2002, and now exists in Chump Behavior Report for: Advantage "Life. Beautifully Arranged" By Semiannually over 70 countries worldwide. It additionally NAS a well-developed online bazaar (virtue. Com). Prices ambit from 5,555 to 270,000, appropriately the best big-ticket adaptable buzz cast in the bazaar (Sanderson, 2006). This cardboard highlights Virtue's appetite contour by analyze some situational influences, their accommodation authoritative process, and ales.
In addition, alien influencing factors such as amusing chic and affairs are investigated. A abstraction was additionally conducted, breadth capacity were asked to acknowledgment a check about their opinions and values. The aftereffect appear that best capacity emphasized quality, design, and abstruse appearance back because purchasing a adaptable phone, but additionally a bulk of actuality unique. Based on the access in this cardboard and the abstraction done, recommendations will be accent in the aftermost section. A Assay (see Appendix A) was conducted in adjustment to analyze and analyze the contour of Virtue's target.
The questions focused on their perceptions and ethics of Advantage and from what references and sources they seek information. Participants Fourteen (N=14) business professionals in the finance, IT, business and law breadth were about called from my arrangement of accompany and assigned to acknowledgment 15 questions in a survey. Pre-requirements of the accession activity were that participants had to be in age of 30 and above, be alive professionals with an boilerplate assets of 9000 SAG and above. Eight (n=8) out of the 14 participants were Swedish, three (n=3) British, one (n=l) Singapore, and two (n=2) Americans.
Thirteen of the participants were males, admitting one female. The boilerplate age of the participants breadth 34 (SD=2. 2). Bristles of the participants were singles, four were married, and four lived in cohabitation with a partner. All of the participants (except the two Singapore) breadth expatriates currently alive in Singapore. Activity The assay questions were broadcast during altered occasions. Some participants got their questions at altered confined about in Singapore, others at cafeteria places during alive hours in the CB area, and some answered the questionnaires via e- mail. Results
After the abstracts was collected, a abrupt (analogue) assay was done to acquisition out the all-embracing perceptions of capacity on quality, design, price, character and status, rah service, abstruse features- and how abundant absorption the participants had in Virtue. See the administration in Table 1 below. Table 1. As Table 1 demonstrates, capacity did best acceptable accept quality, architecture and abstruse appearance over, for example, rah babysitter service. In addition, based on the survey, bulk seems not to be a annual agency back because purchasing a adaptable phone, but still perceived relevant.
Uniqueness and bulk accomplished according portions of references amid subjects, and absorption in Advantage was all-embracing absolutely low (e. G. Back asked if they were acceptable to accede Advantage as an accession back aiming to acquirement a adaptable phone). Discussion & Limitations The activity and accession activity has its limitations appropriately abrasion the authority of the survey. First, the participants were not absolutely about called back all were from the advisers (my) arrangement of contacts and friends, hence, accident for biases (e. G. Acknowledgment bias). In addition, those who accustomed the questions in confined may accept been inebriated while answering the questions.
Thus genitalia of the activity were not abundantly and actively done. On the accession hand, admitting accident for some bent issues, the questions were broadcast in a 'real world' setting- in the bosom of the targets lifestyles- which at atomic adeptness be added airy for the participants, and may giving us a afterpiece acumen to targets values- than if the actor would do the assay on the artery in a hurry, or in a bogus chic setting. Based on the aftereffect from the questionnaire, in advantage of Virtue, capacity adopted quality, design, abstruse appearance and in some faculty the bulk of acquirement altered things.
However, to the disadvantage of Advantage the capacity were hardly bulk acquainted and did not accede the added bulk of rah babysitter annual that much. In addition, back some of the questions were based on a liker-scale (1-5) and some on a affected distribution, it is difficult to accept the basal factors of why assertive aspects were added adopted than others. Open assured questions and interviews may accordingly be added advantageous if gluttonous basal factors. Assuming, in agreement of the babysitter service, abounding of the capacity may already accept admission to agnate service.
For example, American Accurate Platinum agenda accommodate its barter with the aforementioned blazon of service, hence, the capacity may not put bulk on accession artefact with agnate service- because they do not charge it. Accession cultural factors may additionally comedy a allotment in the acumen of Virtue. 3. Appetite Accommodation Authoritative Activity 3. 1 Bearings & Influences A bearings is a set of factors, alien from the abandoned chump or the bang article (e. G. Artefact or advertisements) to which the chump is reacting (Sequester et al, 2010).
Although assorted cerebral and sociological factors accord to answer altered patterns of chump behavior, it is the ambience that mediates the altered behaviors (Sequester et al, 2010). Hence, consumers behave abnormally in altered situations. There are four capital types of situations, such as: communication, purchase, usage, and auctioning situation. Based on these, bristles ambit schemes accept been developed which classifies and considerately measures situations such as: concrete and amusing surroundings, banausic perspective, assignment analogue and anterior states.
For instance, advice bearings refers to the ambience in which consumers accept advice about assertive articles and services. This specific bearings affects the bulk of how acceptant consumers are for business communications (e. G, advertisements or TV commercials). For example, analysis has apparent a absolute accord amid affection and acuteness of advice (Sequester, et. Al, 2010). That is, bodies in a bigger affection tend to be added acceptant for advice Hence, the anterior accompaniment (I. E. Momentary mood) is one capricious that collaborate and influences the bearings which advance to a assertive behavior.
Other situations such as; if we are in a bustle or not (I. E. Banausic perspective); abandoned or in a accumulation (I. E. Amusing rounding's) additionally affecting our acuteness for advice and intentions to acquirement (Sequester et al, 2010). Hence, it is acute that Advantage understands the altered contexts breadth its high- absorption abeyant buyers are best acceptable to be acceptant for advice and what methods best acceptable in adjustment to get the targets attention. In addition, best bodies 'create' abounding of the situations they face.
For example, a actuality may advisedly accept to appoint in physically arduous sports and accordingly alongside betrayal themselves to situations of 'being agog or 'being tired' (Sequester, et al. 2010). Thus, peoples (or specific targets) lifestyles are awful important for marketers to study, in adjustment to advance announcement and analysis strategies based on the situations that individuals are acceptable to encounter. 'The bearings of Virtue" Analysis shows that a client generally purchases articles that reflect and enhance the self-concept (Seafarer, 1998; Pride et. L, 2007). A first-time client of Virtue's signature adaptable may be due to that person's amusing situation. For example, the actuality is a affiliate of the high-society and has a admiration to accurate or reinforce his or her tanning in the association or accumulation of people, and conceivably aiming to affect his or her amusing surrounding (see breadth 5). 3. 2 Advice chase Aerial acquirement captivation leads one to chase for added advice and absorb added time in adjustment to accomplish the adapted accession ( Sequester 2011). Hence, authoritative it to an continued accommodation authoritative process.
This activity involves both centralized and alien search. Centralized chase refers to a person's cerebral adeptness to analyze alternatives from memory. For example, a actuality may bethink that a aide was a annoyed client of a Advantage phone. Hence, the actuality may abode Advantage anon into his or her evoked set (I. E. Set of absorbing brands to accept from). Analysis has apparent that bodies with college SEES (I. E. Socio-economic status) are added analytical in their alien chase and activity through abounding sources afore accommodation takes abode (Sequester, et. Al, 2010).
Examples of alien chase may be to ask accession accompany or colleagues that accept opinions about Advantage (I. E. Advisory influence), or seek sales agents to ask about the articles appearance and allowances etc. This was additionally in band with the assay conducted in Singapore, breadth best capacity called trends/colleagues and sales acknowledgment as best frequently sources but additionally online sources and own beforehand adventures was acclimated back because purchasing a adaptable phone. In agreement of evaluative criteria, the abeyant client of Advantage accede aerial affection of achievement and design, and the character of the artefact as top criterion.
If the artefact do not accommodated the accustomed aftereffect (see breadth 4. 3), there is a aerial accident for the chump to acquaintance cerebral dissonance. That is, the chump will alpha accepting doubts about the acquirement which can aftereffect in adverse consequences' for Virtue's reputation. For example, as mentioned in the activity of accommodation making, Adjoin abeyant barter generally go through accompany and colleagues back analytic for advice about the product. Hence, annoyed barter will not acclaim Advantage to others, instead may advance abrogating words about Virtue. 4.
Factors influencing chump behavior 4. 1 Abundance Angel & Serviceable Abundance angel refers to all attributes that can be associated with the retail aperture (Sequester, et. Al, 2010). For example, merchandise, service, clientele, concrete facilities, atmosphere, advance and post-transaction. Advantage food are strategically placed in absolute arcade districts, abutting to accession absolute brands, thus, benefiting from a all effect. That is, if a new boutique is placed in a array of affluence shops, bodies tend to additionally apperceive the angel of that boutique as luxurious.
This abnormality can additionally be explained by the Gestalt access atom the accent on ;the sum is greater than its parts"- which agency that the holistic appearance has a greater appulse on a actuality than abandoned capacity (e. G. Heterosexual, 2004). Accordingly it is additionally acute that the alt the baby altered attributes of a abundance gives a nice holistic appearance and reflects what the abundance 'stands for'. For example, Advantage has put ample bulk of accomplishment on its service- cape to actualize an absolute atmosphere, and thereby differentiate itself from accustomed adaptable buzz outlets.
The accent is put on consumers affairs acquaintance to creating a "gallery-like" feel to its retail environments. For example, aboriginal artworks commissioned and apparent throughout the stores. In addition, anniversary affectation case is fabricated from architectural glass, limestone textures and floors accumulated with balmy lighting, ultimately acceptable the ambiance of the store. Further, the alms of a aboriginal chic claimed annual accumulated with all-encompassing artefact adeptness gives the angel of actuality reliable.
These annual escape actualize the Whole' of Virtue's abundance angel and are advised awful acceptable for Virtue's accession of its cast and a acceptable activity to accommodated the approved targets expectations of a high-end store. Ethics are conceptions of adorable agency of behaving or adorable end states- for example, friendship, annual for tradition, active healthily, equality, ambition, or absorption the accustomed ambiance (Feather, 1996). Best ethics are culturally shared, but individuals alter in how they rank the accent of specific values.
Values abomination important capacity tot a person's sell-concept an appropriately accord too person's faculty of character (Feather, 1996). For example, a actuality adeptness accede him- or herself as actuality honest and adeptness appropriately acknowledgment this bulk back asked to call him- or herself. Ethics are sometimes aggregate with others and adeptness aggregate the base of group, professional, political, or cultural identities (see breadth 4. 4). With commendations to the accepting access developed by Broom (1964), bodies will adjudge to act in assertive way (e. G. Acquirement a product) because they are motivated to attain a adapted and accustomed aftereffect of that specific behavior.
In addition, Fishbone & Zen (1975), emphasized that antecedents of behavior are modeled in agreement of one's accustomed utilities of outcomes. A best accession in a accommodation botheration is appropriately characterized by the perceived likelihood of an outcome, which has a assertive bulk of attractiveness. That is, ethics may access a best by free the affability of outcomes that are accordant to those ethics (Everyplace ; Seven's, 1997). In accession words, a bulk adeptness be perceived as important not alone because it is allotment of a person's self-concept (I. E. How the actuality apperceive self) but additionally because of amusing norms (I. Accustomed behaviors in society) or self-presentation (I. E. What angel one wants to present to others; Feather, 1996). However, ethics charge to be ;activated" to affect advice processing and actuate assertive behavior (Higgins, & Ukrainians, 1996). That means, although, a bulk can be important to a person, the activation determines whether the bulk will advance to a assertive action. Activation occurs automatically back ethics are the primary focus of attention, and already this action is activated, goal-directed cerebral and behavioral processes may chase spontaneously (Barge, 1990).
Simply, ethics are motivational constructs: active up to a bulk fulfils a particular, awful abstruse goal. Therefore, it is acute for Advantage to accession the catechism of ;what can be done in adjustment to be admired amid the appetite group, and accomplish their attention? '. An archetype can be to put accomplishment on the artefact itself (e. G. Aerial affection material, functions and design), and through a able-bodied done service-escape, abundance angel and announcement its cast in an adapted manner. But best important overall, may be to put accomplishment on able analysis on appetite chump and their values.
This because, ethics are not recitalists, instead anytime alteration in clip of political, economical, acknowledged and all accession alteration factors of the all-around ambiance (e. G. The appulse of a bread-and-butter crisis,or accustomed disasters on consumers behavior). Marketers charge accordingly be acquainted of the macro ecology changes that occur, in adjustment to anticipation chump behavior on a micro level. That is, we charge chase the ethics and needs of the targets in the specific ambience and be quick to acknowledge to these. Analysis (to be up- to-date of accustomed situation), and based on that actualize avant-garde solutions to accommodated these needs.
Levy (1976) absolutely declared amusing chic variations as Variations in lifestyle', with differences in the burning behavior of classes actuality attributable to affairs differences. Virtue's appetite bazaar accumulation consists of the amusing aloof which can be accompanying to the chic tot aerial amusing class. W n commendations to the single-item index, the adverse ambit of a actuality actuality aerial chic refers to; college education, perceived celebrated activity and a college assets than accession amusing classes. This appearance creates and defines characteristic amusing groups of altered classes (e. G. Lower, working, middle, and aerial class).
However, abounding bodies altercate that it is added adapted apropos to 'socioeconomic status' (SEES) instead of amusing chic because it is added agnate anatomic based classifications. The distinctions amid classes accept accordingly been blurred, and abounding bodies gluttonous to abstain application the appellation class. This may abnormally be emphasized in countries such as Australia, New Zealand, and Scandinavia and genitalia of Europe, breadth notions of chic hierarchies with associated privileges are actual abundant adjoin the autonomous ethics bidding in accession aspects of these countries adeptness (Weber,1978).
Nevertheless, amusing chic (or SEES) is one of the alien influences on chump behavior (Sequester, et. AY, 2010) and is accordingly an important agency to explore. According to Coleman & Rainwater's acceptability approach, amusing chic anatomy refers to the reputation, and relying heavily on 'person-in-the-street' adumbration (Sequester, et. Al, 2010). The admission is based on the US citizenry breadth the social-standing chic bureaucracy of the aerial chic is disconnected into 3 categories; the upper-upper chic (0. 3%), lower-upper chic (1. %) and the upper-middle chic (12. 5%). The upper-upper chic consists of the adeptness and bodies with aloof names ho generally accepting an affiliated wealth. The lower-upper are the newer amusing elite, with celebrated anatomic roles or accumulated leadership. Upper-middle chic refers to university alum managers and professionals. Although, all bodies in the aforementioned amusing chic do not accept absolutely aforementioned lifestyles, some agnate patterns of burning behaviors, activities and aggregate ethics can be identified.
For example, the upper-upper chic aloof do not buy to impress, they tend to be bourgeois consumers and generally accept the aforementioned old apparel or cars in abounding years and not agog to change until it is necessary. That because abounding of their things and accouterments are to be kept aural the ancestors and anesthetized on through ancestors (Seafarer, 1998). However, according to Morton (2004), the lower aerial classes buy to impress. They acquirement items such as big-ticket cars, ample estates and big-ticket Jewelry to authenticate their wealth.
They buy furnishing, artwork, and collectibles for their homes. They additionally acquirement claimed accouterment (I. E. Mostly tailored clothes such as suits). They apprehend quality, one of a affectionate items and accomplished service. Hence, they appetite to accept altered articles that accomplish them feel altered (Morton, 2004). Therefore, Virtue's activity of authoritative abnormally customized handsets (SUCH) can be advised as awful ambrosial to this market. Moreover, lower-upper chic bodies absorb on casework that generally save them time such as charwoman and cooking. They appoint maids, chauffeurs, nannies and nurses.
They tend to alive in ample cities accustomed as money and adeptness centers and acceptable to owe their own properties. Examples of occupations aural this accumulation are generally top managers, doctors and lawyers, or acutely able-bodied paid sportsmen and ball celebrities. Generally, those in the lower-upper accumulation ant a affairs that blends the upper-uppers following of accommodating active and the upper-middles success drive (Morton, 2004). Examples of agnate affairs patterns amid aloof associates may be accessory or bold celebrated sports such as Fl, tennis, skiing, sailing, and horse-polo.
Many arena golf (although nowadays the action is no best that celebrated as it ones was) or sail. They like demography vacations and are traveling frequently. They dining out, but additionally put abundant activity on ;home cooked" commons application finest cuts of meat, accomplished wines and aerial affection products. They bulk self-expression n their occupations and lives. In addition, they bulk adequacy and accord to added organizations and apprehend added able Journals than the accustomed citizenry (Wong, ; Aviva, 1998).
Hence, it is important for Advantage to accept what boilerplate the targets use and alternation its sales agents to apprentice amazing chump annual with an all-embracing adeptness about the products. According to a U. S abstraction breadth aerial chic bodies were asked to call themselves from a annual of 25 adjectives, actual few respondents said they accede themselves as abrupt (17%), accident takers (18%) or ambitious (24%). Instead, the greatest allotment of flush Americans perceived themselves as; absolute (65%), able-bodied organized (55%), aggressive (54%), and assured (51 %). Hess self-descriptions may not be the aforementioned if the aerial aloof in China or accession countries were asked. Altered cultures accept altered values, perspectives and behaviors, thus, the U. S abstraction cannot be ambiguous to accession cultures. Accordingly, the American abstraction reflects abundant of Americans perspectives on 'right' behavior. For example, actuality ;independent" put accent on the cultural ambit of appearance (I. E. Elf afore others), ;structured" with accent on planning refers to Americans acumen on time, which can be explained as consecutive and able-bodied planned.
In addition, ambition aggressive behaviors highlight the achievement-oriented admission that abounding westerners have, and last, ;confidence", which can be associated with Americans adventurous admission appear the attributes (I. E. The acumen of accepting an centralized locus of ascendancy and arty their will on others). Interestingly would be to analyze the self-perceptions of the amusing aloof in Asian countries back the claimed characteristics may alter from the Americans, assuming, with added accent on collectivism, ascription and alien locus of control.
Perhaps, due to the beyond adeptness ambit and ascribed cachet in China (and abounding accession Asian cultures), amusing classes may additionally be added acceptable (I. E. Distinct) than in accession added autonomous countries breadth adeptness is not accustomed and accustomed to be unequally distributed. Although, lifestyles of aloof bodies may be absolutely agnate beyond the world, adeptness differs and additionally determines assertive patterns of behaviors', or at atomic gives explanations of altered ethics and why bodies behave in assertive agency (Wong, & Aviva, 1998).
Hence, it is awful important for marketers to accept cultural differences in adjustment to await on peoples self-perceptions and from that adeptness ability targets by advertisements that 'connects' with that self-image. This to abbreviate the accident for all-embracing business mistakes. Moreover, one cross-sectional abstraction was done in US, Jordan and India on the cultural ambit of ambiguity abstention (I. E. Anxiety for the 'unknown' appropriately abstain afflictive situations, apprehend Hefted, 1993), and the perceived accident on internet buying. The abstracts was calm and analyses amble USA, Jordan, and India.
The after-effects appear that, in cultures breadth ambiguity abstention is aerial (e. G. Asian countries and some European such as Germany) the perceived accident with internet affairs was additionally high. Agnate after-effects in cultures breadth perceived accident is high, it impacts internet affairs negatively. Hence, cross-cultural differences should additionally be taken into annual back business online in altered cultures (Englewood & Malaria,1986). In addition, added cross-cultural analysis on cultural ambit would be all-important in today's all-around bazaar in adjustment to apparatus an adapted business mix.
Based on the assay done, and the theories explored, we may abridge Virtue's appetite contour as active a 'high-life' breadth quality, architecture and character are valued. Virtue's abundance angel and annual escape can accordingly be assured to reflect the appetite appropriately. The aftereffect from the assay appear that best of the capacity were not actual absorbed in the Advantage brand, neither in the babysitter annual that is one of the added-values that the aggregation emphasizes. This may be because agnate annual is provided from assertive acclaim cards, which abounding of 'high-society already bodies have.
In addition, the capacity low absorption of Advantage is adamantine to explain, but may lie in the low acquaintance of the brand, and that the capacity (although accepting the spending power) were hardly bulk acquainted and accordingly not absorbed afterwards accept done a bulk adjoin annual calculation. Moreover, it should additionally be taken into annual that the better allocation of capacity were Swedish, which may explain abridgement of adeptness and acquaintance about Advantage (since there is no binding in Sweden).
In addition, due to the accustomed Swedes autonomous admission and the mindset of 'everything in iteration' (except from booze burning which is appreciably high) comfortable aerial cachet brands may not address that abundant to Swedes. In fact, amid the Swedish 'elite', it has been absolutely 'UN-trendy to abrasion accouterment and apparels from the best acclaimed affluence brands. However, the bearing X & Y of Swede's 'high- SEES' people, do bulk quality, architecture and altered (e. G. One of a kind) things so Advantage adeptness be somewhat adorable and appealing.
However, the sample admeasurement was too baby appropriately cannot accomplish a added generalization. * Promotion/ Announcement Activity Vaughn (1986) researched how announcement works, and how best to authorize ammunitions objectives. He alien the Foote, Cone, Belling (FCC) activity matrix, suggesting that announcement works abnormally depending on the artefact involved. Vaughn assignment allows advertisers to baddest the advice adjustment based on the blazon of artefact they are advertising, and the attitudes that consumers are acceptable to accept appear the product.
The BBC cast divides announcement activity into two ambit based on cerebration adjoin feeling, and low captivation adjoin aerial involvement. Back Advantage is added of a high-involvement artefact alone these will be explored below. High-involvement -Detective (telling) This artefact accommodation has aerial captivation but requires beneath specific information, accordingly and attitude or activity appear the artefact is added important. It is a cerebral model, because the accent of the artefact is affiliated to the consumers' cocky admire (Vaughn, 1986).
The announcement activity requires affecting captivation on the allotment of the consumers so that they become affiliated with the artefact actuality advertised and after become "feelers". Therefore, the proposed archetypal is Feel - Apprentice - Do. The adapted access accommodate application ample affecting book acknowledgment for media considerations and use a high-profile actuality to bulk absorption and a 'personality accompanying to the product. However, Ogling (1985) warned adjoin the use of celebrity endorsers and believed they are beneath boilerplate in their adeptness to change cast preferences back admirers bethink the celebrity but balloon the product.
Accordingly, back Advantage in actuality is targeting celebrities itself, it may not be the best able way to use a celebrity advocate in the advertisements (with the accepting that targets admiration to be altered and not aspire to attending like another). This admission may be added acceptable to the (mass) boilerplate bazaar (who may aspire to advancement mobility). On the accession hand, it adeptness be able for Advantage if the advertisements actualize a activity of character and reflects the affairs of the targets in adjustment to 'connect'.
Many amusing psychologists altercate for that agnate allure agnate (Heterosexual, 2004). Therefore, creating advertisements that mirrors the agnate affairs or self-image of appetite would be recommended. This can be done in called business magazines, on appearance accompanying contest or in some 'luxury affairs magazines. Aerial involvement- Cerebration (informative) Abounding above purchases such as cars, homes, cyberbanking accessories are acceptable to back bulletin of what it is, its function, bulk and availability.
A ample bulk of advice is all-important because of the accent of the artefact and the basal activity archetypal is to accept the Apprentice - Feel - Do (instead of Feel-Learn-Do) arrangement breadth advice is advised to body attitudinal accepting and consecutive purchase. With commendations to targets almost continued accommodation making, an advisory advertisement may be adapted to access the abeyant consumer. In addition, men tend put added accent on abstruse appearance than females (who added acceptable will be melancholia and abatement in love' with the product; Nudism, 2006; Sequester, t al, 2010).
Therefore, back Advantage is announcement its added 'masculine' models, it may accede the advisory advertisement appeal, admitting the melancholia address could be added acceptable on its feminine' phones. * Accession Activity Advantage is accession itself abroad from accession adaptable phones and instead placed in the chic of high-end fashion, Jewelry and watches (virtue. Com). Accordingly it adeptness be appropriate if the advertisements are placed in the aforementioned blazon of mediums in orders to 'connect' Advantage with haute-couture, or as a allotment of art. This creates acquaintance of
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