Marketing – The buying process

Every product or service has a buying process, even digital products or services. In this assignment, you will research and analyze the buying process for an online product or service, with which you (as a consumer) are familiar, from a business point of view.

First, research an online consumer product or service (such as an eBook from the Kindle store or a movie from the iTunes store). Ideally choose an online product or service with which you are familiar and have purchased in the past. Then, in a 1–2-page report, analyze its buying process from the marketer’s point of view using the five stages. Remember, the five stages are:

1. Problem recognition
2. Search and determination of alternatives
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase evaluation