Comprehensive Learning Assignment 1: The Online Buying Process
Fereshteh Zamani
BUS 611 – Irvine – Spring 2018 – Session 3
February 3th, 2018
Professor Dr. Jose Trujillo
Westcliff University
The Online Buying Process
In today’s world, customers and organizations can connect easily due to the infiltration and selection of the internet which has influenced a marketplace into an e-market as well as it is the most significant distribution channel. “whereas the internet has empowered e-commerce, online deals have pulled in an incrementing offer of general sales incomes” (VanderMeer, Dutta and Datta, 2012). The online shopping procedure can be characterized when the customers make a decision to purchase the items or the services utilizing through the internet. The main procedure of online shopping based on good categorized by a large portion of young descendant (Perotti, 2005). In spite of the fact that customer behavior can be contemplated without using decision-making procedure models by a just experiential method, so the main decision procedure is one of the primary matters in customer behavior perusal. In fact, various models are the most ideal way to clarify this procedure (Livette, 2006).
Buyer Decision Process
The purchase decision process tends to various stages that the buyer will contribut before they decide to purchase selected items. So, this process is the basic decision-making procedure utilized by customers in regards to market deals before, amid, or after the buyer of service or selected item. (Engel, Kollat, & Blackwell, 1968). On the other hand, the usage of visual behavioral models gives us a superior knowledge of the circumstances. Moreover, understanding of theoretical information and various models is very significant for the organization and gives them with different tools to better comprehend their “customer, segment the market, and eventually increment gainfulness” (Rickwood and White, 2009).
When the organization performs online marketing, they mostly focus on the function of buying. These methodologies may create the problem for the reason that purchasing is a procedure with the point of consumers where they experience various psychological before purchaser settle on a choice to buy. Hence, there are five phases to the customer buying process, which helps the marketer to sell their product or services effectively (Dewey, 1910). These stages are represented in the following diagram. [pic 1]
Figure 1: Five Stages of Consumer Buying Process
- Problem recognition:
The first stage is the recognition of the problem or need of the consumers which it enables us to realize how to eliminate the problem and it’s the beginning of buying decision process. In simple words, the consumer should know what items or services want to purchase, where they want to be, and how they want to identify it before they buy it. Actually, the tendency is not same as the reality, so these elements create a problem for customers each time. Nevertheless, it’s a good chance for the marketers to explain how customer items or services could be settled of the apparent problem, whether the trouble exists or not (Yenneti, 2016). Hence, the marketers can ask different questions from the consumer to solve the trouble which enables them to gain a more potential customer.
In my organization, this stage enables us to share facts and also it allows us to receive appreciation and good feedback of what our services could provide for our customers. In addition, we may bring up different questions to maneuver our prospective purchaser into the buyer procedure. Subsequently, my organization can use all these factors to make interest among consumers to look for the solutions.
- Information search:
The second stage in customer buying procedure is information search, with a specific correct objective to discover what the customer feel is the effective arrangement. In this stage, when the consumer recognized their issues, it’s the time to figure out how it from online being procedure. As a matter of fact, the customer should do enough research about the items or the services which will help them to look for the best solution. Nowadays, the customer can access the different source of information such as TV, radio, journals, newspaper and also Internet ads.
In my company, this stage enables us to build trustworthiness and affiliation with costumers and employee’s. Moreover, it allows us to achieve customer satisfaction with creating a long-term impact in their mind.
- Evaluation of alternatives:
In today's technology, the customer has access to the internet and they can do in-depth research easier than before. The online purchaser should assess every single conceivable option which it comes with the items or services that are accessible via evaluation of cost, quality of the items or the services. On the other hand, customer’s perspective and contribution have a great impact on the evaluation system. Therefore, this stage enables the organization to resolve the issue or need of the customer, as well as it allows them to make online purchasing more convenient and build up better customer relationship.