Question: 3. Understanding how and why consumers make store choices (i.e., buying a card in a Wal-Mart rather than in a Hallmark Gold Crown store) is

3. Understanding how and why consumers make store choices

(i.e., buying a card in a Wal-Mart rather than in a Hallmark Gold Crown store) is particularly important to Hallmark. Discuss how store choice interacts with and influences choices of Hallmark products and brands.

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