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 3–4-page report, analyze its buying process from the marketer’s point of view using the five stages. Remember, the five stages are:
- Problem recognition
- Search and determination of alternatives
- Evaluation of alternatives
- Purchase decision
- Post-purchase evaluation
Use the grading criteria to guide your report. Make sure you include details within your analysis to support your ideas. Use proper grammar, spelling, and APA style throughout.
| Assignment 2 Grading Criteria | Maximum Points |
| Identify the problem and describe the difference between the current and ideal state, what drives it, and how it can benefit the buyer. | 40 |
| Describe the product and explain the internal and external sources. | 40 |
| Evaluate the alternatives, defined in terms of consumer needs, product benefits, and/or attributes. Identify selection criteria. | 40 |
| Define the purchase decision and identify the high-level factors that interrupt or deter purchase. | 40 |
| Evaluate post-purchase evaluation. | 20 |
| Wrote in a clear, concise, and organized manner; demonstrated ethical scholarship in accurate representation and attribution of sources, displayed accurate spelling, grammar, and punctuation. | 20 |
| Total: | 200 |
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Every product or service has a buying process, even digital products or services
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