Essay on The Online Buying Process

1001 Words Jan 23rd, 2015 5 Pages
Name: Kelvin Oaihimire
Date: 10/29/14 Online Buying Process.
The online product that I am familiar with and have purchased in the past is a pair of Nike running shoes.
The evaluation of the buying process from the marketers point of view using the five stages of the buying process
1. Problem Recognition
2. Search and determination of alternatives
3. Evaluation of Alternatives
4. Purchase Decision
5. Post Purchase Decision

Problem Recognition: This was the initial stage, in this initial stage I realized that I have a need for a pair of running shoes, then I begin the important step of the decision process.
The need for the pair of running shoes arise as a result of me needing a comfortable and fancy shoe that I can use to
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During my evaluation of alternatives, I evaluated the products that have the ability to deliver the benefits that I was seeking.
I had a great level of involvement and a positive attitude during my evaluation stage, thus making me to evaluate a lot of brands for the running shoes because if I had a low level of involvement and a negative attitude, I might end up evaluating only one brand and that my hinder the purpose of the evaluation stage to look for a product that can deliver the full benefits of what I needed. In this stage the more complex and costly the possible solutions, the more questions that have to be asked and answered. Some of the questions assessed are a. can I borrow a running shoe? b. what is the cost of replacing the running shoe if it doesn’t match my requirements? c. what are the various product cost? d. how long will the running shoes last? e. how long does it take the running shoes to be delivered after payment has been made?
The role of the internet in this stage, is that it gave me access to recognized brands online, and website that suggested stability and credibility such as crests, awards, consumer feedback and opinion etc.

Purchase Decision: This an important stage as this where the purchase takes place. This phase of the process is in making the actual purchase. Now that I have decided what product

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