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Consumer Behavior - Goal-Oriented and Experiential Online Buyer

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Consumer Behavior - Goal-Oriented and Experiential Online Buyer
1.0 Introduction

1.1 Authorization and purpose I Alester Leong, as a representative of the marketing department of Google Face Book have been assigned a task by Mr. M.S.N. Yahoo, CEO of Google Face Book to compile a report investigating the consumer decision making process of both the goal-oriented and the experiential online shopper aged 18-45 years. The main purpose of this report is to better understand and identify the different needs of both the goal-oriented and experiential buying behavior. This report also serves to provide a rough guideline for the company on what actions to consider by giving recommendations relating to the 4Ps of the marketing mix.

1.2 Scope and sources of information This report is done by interviewing two samples, one goal-oriented and one experiential online shopper through an interview proforma based on the 5-step consumer decision making process. The results are then compared to the model of the 5-step consumer decision making process and its internal and external influences. The impact of age, gender, level of involvement, situational factors and repeat behavior on their decision is also taken into consideration. Information is acquired by means of secondary data including text books, websites and online journal articles. An interview is also done on two samples, first a 24 year old female goal-oriented shopper and second a 20 year old male experiential shopper.

1.3 Limitations This report has its limitations due to the task description which only involves two samples. Thus, a holistic research cannot be achieved on the overall population. It is also impossible to sum up a conclusion based on just two decision behaviors and the fact that the two samples happen to be college students increased their probability to buy online due to their knowledge and exposure, thus, neglecting the rest of the population which consists of the not so knowledgeable and the elderly. But nevertheless, it still serves to provide
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