Online consumer purchasing decision process

For any company which provides services or sells goods either online or offline, it is important to understand the consumer buying behaviour. This process is divided into five steps:

1 - Problem recognition:

• real need: thirst.
• generated need, for example, you do not need that particular product, nevertheless you want it because you have seen it in an ad.

2 - Info search:

• BA.com
• Alitalia.it
• easyJet.com
• Lastminute.com

3 - Evaluation of alternatives: the amount of information searched depends on high (more expensive items with longer duration and a degree of risk such as computers) or low involvement (fast consumer goods, such as shampoo).

4 - Purchase decision/action: buy or not buy it.

5 - Post-purchase evaluation: after you have bought and used a product you may ask the following questions:

• Has it satisfied me?
• Will I use the same multi-channel again?
• Am I pleased with the delivery method?

The consumer purchasing process is the same for "real" shopping as well as for online purchasing. However, the great advantage that the Internet has against the "physical" companies is that it is easier and less time consuming searching information online. The more information you have the better you are in evaluating alternatives and this makes you a powerful consumer. Yet, despite the huge amount of information gathered online it is still difficul if not impossible making the best decision.