The Buying Process

The Buying Process Abstract Online shopping has become an integral component of today’s business world. It is one of the populous activities over the internet. Internet buying behavior is nothing else but the process and act of making use of the things gotten over the internet.Advertising We will write a custom report sample on The Buying Process specifically for you for only $16.05 $11/page Learn More Just like ordinary shopping, consumers go through various stages when purchasing goods online. This paper examines the buying process for an online product from the Kindle store. Specifically, this paper highlights the stages a customer would go through when purchasing an E-reader from Kindle store. This paper details how the customer would get to recognize their need, how they would search for information, how they would evaluate alternatives, how they would choose the product, how they would make their actual purchase and finally how they would react after the purchase decision. Introduction Many researchers have conducted surveys over the recent past in a bid to understand the stages consumers go through as they make their online purchase decisions (Liang and Lai, 2000). The studies have also concentrated on what it is quite important to know for the marketers, consumer online shopping behavior in particular. Marketers should know the way customers respond to marketing initiatives and the way they make their purchase decisions when buying products online (Foxall, 2005; Kotler and Armstrong, 2005). In today’s business environment, the business that clearly understands the way customers react to various marketing mix approaches has a great edge over its competitors. Problem recognition According to Kotler Armstrong (2005), the buying process for an online product begins with the need of recognition. This need can be stimulated by an internal or external factor (Case et al., 2001). For instance, a consumer could have a desire to own reading tablet.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This need then transforms to become a compelling drive. At this point, the marketer needs to clearly understand the customer’s unique needs and what could have triggered the needs (Foxall, 2005). Search and determination of alternatives Once a customer is convinced of their need, the customer will seek more information about the various available brands (Foxall, 2005). The source of this information is usually varied. The marketer must design a unique marketing mix to make prospective customers aware of its brands (Kotler and Armstrong, 2005). The marketer can rely on positive referrals (Cho et al, 2001). Loyal and satisfied customers would recommend Kindle products to prospective customers. Evaluation of alternatives From the gathered information, the consumer will decide on a final brand. At Kindle stores, customers can choose Kindle Paperwhite 3G, Kindle Paperwhite, Kindle or Kindle Keyboard 3G (Amazon.com, 2012). The marketer must be interested to know how the customer evaluates the various alternatives (Huang, 2000). Kotler and Armstrong (2005) have argued that the evaluation of alternatives would depend on the individual customer and the purchase environment. Sometimes, consumers rely on logic while at times they make impulse purchases. Purchase decision Kindle stores offer a variety of prices. For instance, Kindle Paperwhite 3G is worth $179, Kindle Paperwhite is worth $ 119, Kindle is worth$ 69 and Kindle Keyboard 3G is worth $ 139 (Amazon.com, 2012). Since some customers are price sensitive, their purchase intentions and decisions will be influenced by their disposable income (Blackwell et al, 2006). Alternatively, the customer can decide to buy based on the potential benefits of the product (Case et al, 2001). Since customers will only buy when they believe that price of the E-reader i s tantamount to its benefits (Kotler and Armstrong, 2005), the marketer should price the product appropriately so that customers can get their perceived value.Advertising We will write a custom report sample on The Buying Process specifically for you for only $16.05 $11/page Learn More Post-purchase evaluation After buying the product, the customer will either be contented or not. The customer will display some post purchase reaction which the marketer must be interested in (Kotler and Armstrong, 2005). This reaction will be influenced by the relationship between the customer’s expectation and the actual performance of the product. If the customers’ expectations are not met by the product, the customer will be very dissatisfied (Foxall, 2005). Therefore, the marketer must only claim what is in tandem with the products’ actual performance to achieve customer satisfaction. Conclusion The above is a detailed explanation of the buying proce ss for an online product specifically E-reader from Kindle. Consumers follow these stages as they seek to make a purchase decision (Kotler and Armstrong, 2005). However, the customer might not necessarily follow the above stages sequentially. When buying an online product, the consumer will first recognize their problem. The customer will then proceed to search and determine the various alternatives available. The customer will then evaluate the alternatives and make a purchase decision (Kotler and Armstrong, 2005). Finally, the customer will engage in post-purchase evaluation. References Amazon.com. (2012). The world’s best-selling E-readers. Retrieved from https://www.amazon.com/gp/product/B007HCCNJU/ref=fs_sz Blackwell, D. R., Miniard, P. W., Engel, J. F. (2006). Consumer behaviour  10th Edition. USA: Thomson Learning.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Case, T., Burns, O. M., Dick, G. N. (2001). Drivers of on-line purchasing among U.S. university students. Proceedings of the 7th Americas Conference on Information Systems, 873-878. Cho, Y., Im, I., Hiltz, R., Fjermestad, J. (2001). Causes and outcomes of online customer complaining behavior: Implications for customer relationship management (CRM). Proceedings of the 7th Americas Conference on Information Systems, 900-907. Foxall, G. (2005.) Understanding consumer choice. Basingstoke: Palgrave Macmillan. Huang, M. (2000). Information load: Its relationship to online exploratory and shopping behavior. International Journal of Information Management 20: 337–347. Kotler, P., Armstrong, G. (2005). Principles of marketing 11th Edition. USA: Prentice Hall. Liang, T., Lai, H. (2000). Electronic store design and consumer choice: An  empirical study. Proceedings of the 33rd Hawaii International Conference on System Sciences. PDF file.

Red Azalea essays

Red Azalea essays The purpose of this paper is to introduce, discuss, and analyze the book "Red Azalea: Life and Love in China," by Anchee Min. Specifically, it will describe life in Communist China during the Cultural Revolution (late 1960s) for a young woman, and comment on the degree of independence-choice enjoyed by women in the book. The women living in China during the Cultural Revolution did not enjoy independence or choice they lived in fear and under constant scrutiny of the Communist Party. Anchee Min's book "Red Azalea" is a touching story of a young girl growing up under Communist rule in China. She had a difficult life, and although women took part in the Cultural Revolution and were an important part of it, women and all Chinese were not independent or free during this time, they lived under the watchful eye of the Communist Party. Most of what they did was not of their own free will, but chosen for them by the Party. Min says she was a grownup by the age of five, and she certainly had no choice about it it was expected of all the children, as she writes here: "I was an adult since the age of five. That was nothing unusual" (Min 4). She has to act as an adult because her parents, and everyone's parents, were busy working for the Revolution, and they had no choice either, because they would have been sent away, or even killed if they did not support the Communist Party and their Revolution. It is very clear that Min and her family did not enjoy the freedom and independence we enjoy here in America. At one point in the book, she is forced to speak out against her favorite teacher, Autumn Leaves, by the Party, and she does it because she is so afraid of them. I did not know why I was crying. I heard myself calling for my parents as I took the microphone. I said Mama, Papa, where are you? The crowd waved their angry fists at me and shouted, Down! Down! I was so sca ...

The Federal Aid to Highway Act of 1956 Case Study

The Federal Aid to Highway Act of 1956 - Case Study Example The Act was an amendment of the earlier Act of 1916. It proposed a hike in the gas tax by one to two cents. With the help of this Act, interstate highway system was expanded from 1,600 km to 66,000 km. The conference committee of House Senate included several features of Fallon and Gore bill into the Act. The main idea behind this Act was to reduce the ever-increasing pressure of interstate traffics in surface transportation. This regulation provided the provisions of uniformity in the interstate highway design standards (Code of Federal Regulations, 2009, pp. 23-25). The regulation law was enacted for the larger interests of the US people and defense services. According to the Law, on the interstate highway speed limit of the vehicles is 80.5kmph in the mountain terrain. In case of flat terrain speed limit is 112.7 km per hour. During his tenure as an army person President Dwight D. Eisenhower realized that interstate highways of USA should be improved for providing better transport ation services to the citizens and the defense forces of the country. Impacts of the Federal Aid to Highway Act of 1956 were obvious. In the last 40 years population percentage of America increased by 70% and employment rate increased by 100%. Primary requirement of the increased population is superior transportation. Over the years the interstate high way system has become the work horse for the nation. The above data is clearly indicating that the law has impacted the transportation system of the country in a positive fashion. According to the data, highway system takes care of almost one fourth of total roadway traffic. The Act has made the lives easier for the American people. The highway system carries almost one trillion person miles  per year. The Act was revolutionary and the importance of the Act is increasing day by day. In case of intercity and rural logistic facilities the system is undoubtedly the best. According to a survey, 45% of country’s large trucks