The online buying process

Companies that understand how customers use the new media in their purchase decision- making
can develop integrated communications strategies that support their customers at each stage of the
buying process. Considering mixed- mode buying is a key aspect of devising online marketing
communications since the customer should be supported in changing from one channel to another.
The simple model of the buying process shown in Figure  9.4 is valuable in developing the right
online marketing tactics to support each stage of the process for each business. Individual
preferences for using the web will also differ. Lewis and Lewis (1997) identified five different types of
web users who exhibit different searching behaviours according to the purpose of using the web:

● Directed information- seekers . Will be looking for product, market or leisure information. Th is
type of user tends to be experienced in using the web and is profi cient in using search engines and
directories.

● Undirected information- seekers . These are the users usually referred to as ‘surfers’, who like to
browse and change sites by following hyperlinks. This group tends to be novice users (but not
exclusively so) and they may be more likely to click on banner advertisements. The research in
Figure  9.6 suggests that this behaviour is now less common.

● Directed buyers . Th ese buyers are online to purchase specifi c products. For such users, brokers
or intermediaries who compare product features and prices will be important locations to visit.

● Bargain hunters. Th ese users want to use the off ers available from sales promotions such as free
samples or prizes.

● Entertainment seekers. Users looking to interact with the web for enjoyment through entering
contests such as quizzes. These different types of behaviour could be exhibited by the same person
in different sessions online, or, less likely, in the same session.