In China people will navigate to the Apple website to search for the right product. Whereas in Belgium people will search on different websites, also of competitors to compare the different possibilities for a tablet. In China people tend to watch more product videos, in the United Kingdom people will visit an actual store to listen to the vendors explanation and suggestions. People in Belgium will search for reviews and listen to the experiences of friends and relatives. Based on the need for after sales and risk aversion people will either buy online or offline. In all 3 countries people can buy online and offline, based on preference, perceived risk and price.