Expert answer:The buying process (Amazon Online)
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Running Head: The Buying Process as a Marketer
Evaluation of Buying Goods Online As a Marketer Using Stages of the Buying Decision Process
Name
October 7th 2015
Marketing Planning & Strategy
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Buying Process Online as a Marketer
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Abstract
This article will look into an online consumer product and why consumers prefer
Amazon in their online purchases will help us in understanding change in the online context. It
should be noted that consumers have a preference for purchasing digital services and non-bulky
analogue products on Amazon, specifically tickets, travel and hotels, music, books and cameras.
Product attributes play a crucial role in picking/choosing the initial retail channel. Pricing and
product information are potential drivers causing consumers to switch from online to off line
channels. This piece will evaluate its buying process from a marketer’s point of view using the
buying decision process, a model of consumer buying decision process in the five steps.
Online shopping among residents of the United States has been on the rise and online
shopping studies show that there is a positive relation between perceived credibility of product
information and pre-purchase online communication, and the positive relationship between
perceived credibility of product information and online buying frequency.
Buying Process Online as a Marketer
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Amazon product lines include several media (books, DVDs, music CDs, videotapes, and
software), apparel, baby products, consumer electronics, beauty products, gourmet food,
groceries, health and personal-care items, industrial & scientific supplies, kitchen items, jewelry
and watches, lawn and garden items, musical instruments, sporting goods, tools, automotive
items and toys & games just to mention but a few.
Problem Recognition
Consumer tastes and preferences are unique to each and every one of us and several
factors influence customer behavior. Buying/purchasing on Amazon is part of a complex
decision process for each decision a consumer can make. The question begs what happens after
and before purchase? What makes a customer/consumer tick when it comes to the choice of the
product?
Problem recognition is the first and most important step in the buying process. Because
should there be no need, there will be no purchase. This problem recognition happens when there
is a struggle between the consumer’s actual situation and the ideal and desired one. However not
all needs leads to buying an item or hiring a service on Amazon, it requires that the lag is quite
important and the consumer should ask why? What? When? Where? How? Should I buy?
A need can come from internal stimuli (thirst, pain) or external stimuli (advertisement,
desire to own)
Search and Determination of Alternatives
Having identified the need, a consumer should embark on finding out what is the most
appropriate way to counter that need. For instance one would seek advice from professionals in
Buying Process Online as a Marketer
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that field, search the internet in order to obtain information to make a wise and informed decision
on the same. By so doing one will settle for that which suits him/her best.
Evaluation of Alternatives
After gathering information, one will be able to see the many options available on
Amazon and pick the best from them all. In order to do so, he will evaluate their attributes on
two aspects. The objective characteristics (such as the features and functionality of the product)
but also subjective (perception and perceived value of the brand by the consumer or its
reputation).
A customers attitude will dominate on evaluating alternatives and also involvement for
instance in shopping a car if ones attitude is positive and the level of involvement high one will
check several makes and companies but if that’s not the case one will settle on one company and
make.
Purchase Decision
Having gone through earlier processes and examined different products and solutions to
their need, one will choose what is most suitable for him and go ahead with the actual purchase
itself. His decision will entirely come from what he knows and what he settled for in evaluating
alternatives. But his Consumer Buying Decision Process and his decision process may also
depend or be affected by such things as the quality of his shopping experience or of the store, the
promotions, awesome return policy or good terms and conditions for the sale will influence the
decision to purchase on Amazon.
However this may change if he encounters unpleasant online advertisements.
Buying Process Online as a Marketer
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Post-Purchase Evaluation
Customers will compare products with former expectations and either be satisfied or not.
As a marketer one should be informed of these stages so as to retain customers. Once the product
has been bought and used one will evaluate the efficiency and adequacy with the initial needs
that brought about the buying behavior and endeavor to cross examine himself whether he made
the right choice he will be satisfied if the product lives to his expectation or dissatisfied if it falls
short of what he expected.
If the product averagely satisfied the customer he will start on the consumer buying
decision process all over again and of course excluding the brand that did not satisfy him.
A customer whose needs and expectations have been met, take it from me will always
come back and more often than not bring his friends along through sharing links online and even
become loyal which is quite a major source of revenue considering the aspect of “lifetime
customer value” what most companies and brands are trying to achieve in today’s world.
Assets like superb and efficient customer service, specific call centers will ensure that
companies are aware of matters that dissatisfied customers share on their opinion by bad
mouthing or on social media or websites on consumer reviews.
In conclusion, the online buying decision process is fundamental to all players that
contribute to that sector be it the consumer, the marketer, the brand or the company. It helps on
informed decisions when it comes to buying by the consumer, efficiency for companies and
brands as well, competency for all customer handlers and this eventually leads to a vibrant
economy and competition is spot on.
Buying Process Online as a Marketer
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References
Bruner II, Gordon C. (1985), “Recent Contributions to the Theory of Problem
Recognition,” American Marketing Association Educators’ Proceedings, 11-15.
Bruner II, Gordon C. (1986), “Problem Recognition Styles and Search Patterns: An
Empirical Investigation,” Journal of Retailing, 62 (Fall), 281-297.
Engel, James R., Kollat, David T. and Miniard, Paul W. (1986), Consumer Behavior,
Fifth Edition, Dryden Press. Chicago.
Hawkins, Del I., Best, Roger J. and Coney, Kenneth A. (1989), Consumer Behavior:
Implications for Marketing Strategy, Fourth Edition, BPI/Irwin Publications, Homewood, IL.
…
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