29 Jun When consumers make a purchase, they progress through a series of behaviors
Question
When consumers make a purchase, they progress through a series of behaviors. The consumer
decision-making process describes those behaviors and the activities that take place at each
stage. In order to increase sales, marketers are looking at the five stages and trying to find ways
to influence the consumers as they progress through the CDM process.
The Internet is the most recent tool that marketers are using to influence consumers. Discuss
the impact of the Internet on the five stages of the CDM process. What happens differently, or
how does the Internet use these processes to sell more efficiently? Look up the websites in each
of the five stages. Type each stage and then answer the corresponding questions in welldeveloped paragraphs.
Lastly, and most importantly, does your organization use the internet as a tool to reach and
influence their target market? Which of the five stages does your organization try to achieve?
How would you rate your organization’s website from a marketing perspective?
Need Recognition — During the first stage, the consumer recognizes a need that can be satisfied
by a purchase. What are ways that Internet marketers are attempting to trigger consumers’
recognition of needs? What are some things that overstock.com [www.overstock.com] is doing
to activate need recognition?
Alternative Search — Once consumers realize a need, they begin to search for potential ways to
satisfy that need that provides details about the alternatives. There are five primary sources of
information: internal, group, marketing, public, and experimental sources. How can the Internet
provide information for consumers? Which of the sources can the Internet influence? What
impact does the information available at Kelley Blue Book [www.kbb.com] have on consumers’
alternative search?
Alternative Evaluation — All the viable alternatives that can satisfy the need are evaluated and
compared against each other. Consumers select the brand which best satisfies the need as their
intended purchase. Many times comparing products is difficult because of complex product
features, numerous available choices, and physical distance between products in stores. Visit
the Home Shopping Network [www.hsn.com] and select any product category of your choice.
How does this website help consumers compare product alternatives?
Purchase Decision — The consumer decides to make a purchase of the intended brand,
purchase a different brand, or postpone the purchase. The Internet plays a major role in
consumers’ purchase decisions. What are some Internet features that influence the purchase
decisions? Visit Amazon.com and discuss some of the ways they influence the consumer’s
purchase decision. What role does UPS [www.ups.com] play in the purchase decision? Visit the
site of PayPal [www.paypal.com]; discuss the role of digital cash, credit cards, cash, and
checking accounts on the purchase decision.
Post-purchase Evaluation — The consumer reviews the purchase and the entire purchase
process of the product. If consumers have doubts or second thoughts about a purchase, they experience post-purchase dissonance. How does eBay.com [www.ebay.com] allow consumers
to review the purchase process? What are Internet marketers doing online to help customers
avoid dissonance? Go to the website of a company with whose product you have been less that
satisfied. What does the site do, if anything, to help you alleviate or avoid dissonance? Is there
anything else they could do? Discuss.
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