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The decision making process - ONLINE
- 1. The Decision Making Process and Purchasing Online David Martin Maxine Ellison
- 2. Presentation Aims: Consumers are increasingly using the internet as a method of purchasing goods and services. We will the typical objectives of marketers at each stage of the decision making process and show how they attempt to influence each stage in the context of internet shopping, making reference to both high and low involvement products and services.
- 4. Forces Influencing The Online Consumer’s Behaviour Other stimuli: Personal and Environmental Uncontrollable Factors Demographic, personal, cultural, sociological, economic, legal, environmental etc.. Marketing stimuli (Traditional Marketing Mix) Buyer’s Decision Process Problem identification, Search, Trust building, Evaluation of alternatives, Choice, Post-purchase behaviour Buyer’s Decision Product choice, Brand choice, Dealer choice, Purchase timing Web Experience: Online Controllable Marketing Factors Source: Based on P. Kotler’s framework (2003)
- 10. Information Search - External
- 11. Information Search - External Centralisation of information -
- 13. Evaluating Alternatives High-involvement Compensatory decision rule Low- involvement Non-compensatory rule All Alternatives Evoked set Inert set Inept set Retrieval set Prominent products in environment
- 19. Online Specific:
- 22. Thank you for your time. Any questions?
Notas del editor
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- Low involvement example of need recognition
- High involvement example of need recognition. As the internet is used so much to gain information the Information search and need recognition stages can be interchangeable online. For example here a search on types of holidays offered by Thomson may create a desire to go on a holiday the consumer may have not previously thought of before.
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- DAVID Accidental learning – Reinforcing a brand so when the time does that a consumer needs it they can use it.
- DAVID When you think of information search on the internet, many of us will automatically think Google. There is no doubt that the internet has made getting hold of information extremely easy and quick, but as you can see here from the 107 billion results for ‘buy a car’ it is vast and the consumer can be overloaded with information.
- DAVID High involvement – centralisation of information
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- MAXINE High Involvement choice Compensatory decision rule All information on the attributes of the brand are combined to form an overall judgement. High ratings on some attributes can compensate for low ratings on others. Low involvement choice Non Compensatory rule When one evaluation criteria does not offset or compensate for another Disjunctive rule - Establishes a minimum standard which must be met e.g. performance
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- Survey was conducted at BOOM time of internet usage, people were feeling positive. Survey stated 164 males compared to 64 males were surveyed which was typical of internet users. In August 2007 The Times reported that more women than men were using the internet (typically women aged 25-49) timesonline.co.uk August 23, 2007 Move over geeks, women are top web users Dan Sabbagh and Rhys Blakely last accessed 1st May
- Results from a study made in 2002, from the Journal Understanding Online purchase intentions: Contributions from technology and trust perpectives stated that: Trust, ease of use and usefulness are the threshold variables, and there was no difference between the trust in the web only store and the company with physical shops. Survey stated 164 males compared to 64 males were surveyed which was typical of internet users. In August 2007 The Times reported that more women than men were using the internet (typically women aged 25-49) timesonline.co.uk August 23, 2007 Move over geeks, women are top web users Dan Sabbagh and Rhys Blakely last accessed 1st May
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- MAXINE http://www.youtube.com/watch?v=_87YZPSdHX8
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