Expert answer:Assignment 2 executive summary of M3
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20150629165647assignment_2_executive_summary_of_m3_3.ppt
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EVALUATION OF BUYING GOODS
ONLINE AS A MARKETER USING STAGES
OF THE BUYING DECISION PROCESS
Marketing Planning & Strategy
June 25th 2015
S
Introduction
SA look into online consumer products
SWhy consumers prefer Amazon
SEvaluation of buying process:
S
S
S
S
S
Problem recognition
Search and determination of alternatives
Evaluation of alternatives
Purchase decision
Post – purchase evaluation
Problem recognition
S Most important step to need identification
S Comes from external stimuli (desire to own or advertisements) and internal
stimuli (pain or thirst)
S What makes a consumer tick when it comes to product choice
Search and determination of alternatives
S Find out most important way to counter the identified need
S Methods include:
S
Seek professional advice
S
Seek information from internet
Evaluation of alternatives
S Unveils the many options available
S Do this by evaluating their attributes based on:
S Subjective characteristics
S Objective characteristics
Purchase decision
Decision to purchase on Amazon is influenced by:
what the consumer knows and what they settled for in evaluating alternatives.
the quality of shopping experience or of the store
the promotions and awesome return policy or
good terms and conditions for the sale
Post – purchase evalution
Customers will compare products with former expectations and either be satisfied
or not
If satisfied, the consumer begins this process again
The buying process is relevant to consumers, marketers, brand and company alike
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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