Analysis of the Online Buying Process in E-commerce Marketing

This report provides a comprehensive analysis of the online buying process within the context of e-commerce marketing. It breaks down the customer's journey into five distinct stages: problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. The report emphasizes the importance of understanding customer behavior at each stage, highlighting how marketers can tailor their strategies to address customer needs and influence their decisions. It examines how customers identify needs, search for information, compare products, make purchase decisions, and ultimately evaluate their satisfaction. The report underscores the role of the internet in facilitating research and comparison, as well as the significance of factors like user experience and post-purchase engagement in building customer loyalty. The conclusion stresses the importance of employing effective advertising and public relations strategies to create a positive brand image and ultimately drive customer conversions. The report also references several academic sources to support its findings and provide further context to the concepts discussed.

Running head: E-COMMERCE MARKETING
E-Commerce Marketing
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Introduction
Buying decision process explains the journey a customer goes through before
making a decision on the product to buy. When carrying out online marketing,
marketers only focus on the act of purchasing. At every stage of the process, the
buyer will go through the specific pattern and the marketers must understand the
needs of their customers at each point. This report summarizes the online buying
process, including the actions taken by the customer at every stage.
Online Buying Process
1. Problem recognition
Before customers make decisions of buying any product, they must put into
consideration what they want, when they want it and their financial situations.
Consumers have different desires which are different from the reality and this brings
a problem for the customer. The consumers’ problem create an opportunity for the
marketers. They try to show the consumer how their services and products can solve
the perceived problem. The marketers will in turn share facts and testimonies about
their products. They will state what their products or services can provide (Sila,
2013). By doing this, the potential buyers realize that they have a need which should
be satisfied.
2. Information search
The customer search process begins after a problem has been identified from
the potential customer. The customers believe they have a need which should be

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satisfied. They start to search for suitable information (Goodrich & De Mooij,
2014). This is a great opportunity for the marketers to show their potential in
handling the customers' problems by using their products or services. The marketers
should advertise their websites well which can be done using prominent persons to
increase their credibility. Additionally, the success stories and testimonials from
customers may show a marketers experience and their customer satisfaction (Huang
& Benyoucef, 2013). This will create a long lasting impression on customers mind,
giving them the interest to try out the products or services.
3. Evaluation of Alternatives
Through the internet, customers can do a detailed research on the best
product. This means that customers cannot make a purchase if they have not thought
about it (Zhang, Cheung & Lee, 2014). They look at how competitive different
marketers are as well compare their findings. Consumers evaluate different brands
and if the firm can deliver what the customers are seeking for. This stage is mostly
influenced by individuals’ attitude. Attitude towards a product or a service will
make a customer either to dislike or like a product. The degree of evolvement is also
a factor that might influence the evaluation process. Example, when the customers’
involvement is high, they will evaluate a number of brands whereas, if their
involvement is low few brands will be evaluated.
4. Purchase
At this stage, the customer has decided to purchase. But in the process, the
customer may opt out. This may be prompted by a complicated buying process, such

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as the procedures or steps involved, load time might be too low making the buyer
impatient, or even the device used in completing a purchase (Joung, 2013). In an
instance where the buyers do not have a computer, this will inconvenience them in
purchasing a product. So the marketers should put this into consideration as an
important marketing strategy to avoid back off at the last minute.
5. Post Purchase Evaluation.
At this stage, the buyers will compare the products with their expectation.
Either they will be satisfied or dissatisfied with the product. This stage is important
in retaining customers (Marin, 2015). It can affect the decision for buying a similar
product in the future from that company. If customers are satisfied, the brand will
gain loyalty which is the ultimate target of many companies.
Conclusion
The steps discussed above are geared to aid marketers to understand better
the full process behind a purchase. Understanding the buying process also helps the
marketers to implement strategies that might enhance customer conversions leading
to lasting satisfied customers. The consumers make purchase decisions depending
on different factors such as personal, situational and psychological factors.
Therefore, for the marketers to reach the consumers they should use eye-catching
strategies in advertising and public relations to create a good image in the eyes of
the consumers.

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Online Buying Process
Problem
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Post-Purchase
Evaluation
Customer
Customer
identifies the
need which is to
be satisfied
Customer uses the
internet to research
products being
offered
Customer evaluates
different brands and
decides which to
purchase
Customer makes the
purchase
Customer compares if
the product meets
their expectation

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There are mainly five steps that a customer undertakes in the online buying
process. The first stage entails recognizing the problem. Before the buying process
begins, the customers first identify what they want, their financial situations, and
when they want it (Blázquez, 2014). The marketers take the opportunity to share the
facts and testimonials about their products, thus making the consumers realize they
have a need to be met. The second phase is searching for information. The
customers use the online platform such as companies’ websites and reviews to
determine what to buy and where to buy it. Third, the customer evaluates the
alternatives. The customer uses the internet to do a detailed research about the
product that they need. They compare the prices and brands from different
marketers to determine their best product.
Fourth, the customer purchases the product that meets their needs. However,
due to a complicated buying process, the customer may opt out in this stage, thus
making it necessary for the marketers to ensure that their buying platform is as
efficient as possible. The last stage involves the post purchase evaluation (Hutter,
Hautz, Dennhardt, & Füller, 2013). This stage involves the customers’ behavior of
comparing the product with their expectations. In this case, the customers will like
or dislike the product depending on the level of satisfaction. This will then affect
their future buying decision.

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References
Blázquez, M. (2014). Fashion shopping in multichannel retail: The role of
technology in enhancing the customer experience. International Journal of
Electronic Commerce, 18(4), 97-116.
Goodrich, K., & De Mooij, M. (2014). How ‘social’are social media? A cross-
cultural comparison of online and offline purchase decision
influences. Journal of Marketing Communications, 20(1-2), 103-116.
Huang, Z., & Benyoucef, M. (2013). From e-commerce to social commerce: A close
look at design features. Electronic Commerce Research and
Applications, 12(4), 246-259.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user
interactions in social media on brand awareness and purchase intention: the
case of MINI on Facebook. Journal of Product & Brand
Management, 22(5/6), 342-351.
Joung, H. M. (2013). Materialism and clothing post-purchase behaviors. Journal of
Consumer Marketing, 30(6), 530-537.
Marin, D. (2015). Research Regarding the Purchase Decision Process of Consumer
of Food Products. Scientific Papers Animal Science and
Biotechnologies, 48(1), 328-332.
Sila, I. (2013). Factors affecting the adoption of B2B e-commerce
technologies. Electronic commerce research, 13(2), 199-236.

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Zhang, K. Z., Cheung, C. M., & Lee, M. K. (2014). Examining the moderating
effect of inconsistent reviews and its gender differences on consumers’
online shopping decision. International Journal of Information
Management, 34(2), 89-98.