Marketing Planning and Strategy (The Buying Process)1 Assignment

Marketing Planning and Strategy (The Buying Process)1 - Assignment Example It is easier to shop online because the consumer compares a range of products at once, there is a wider selection of products, the prices are better, one gets to see other customers reviews and it saves a lot of time. However, there are certain problems that people encounter when shopping online. In the case of an eBook, the main problem is receiving the wrong book due to various reasons. This may include that there are many books that have similar titles, but different authors and content (Guruswamy, 2014). A consumer’s current state is whereby a need arises due to the depletion or inadequacy of a product, while a consumer’s ideal state is whereby the need of a certain product is brought about by opportunity. This means that the need for a product was brought about by the exposure to other different products that might be of better quality, or discontent with a current status. Regardless of the state, a consumer who buys products online goes through a process that is standard. When buying a book, a current state would mean that the book is needed for research, an assignment or general knowledge (Hix, 2000). An ideal state would mean that the book is bought either due to a catchy title or a title similar to another, but buying it was not intended in the first place. A current state would benefit the buyer by providing a solution to a current problem, which would be finding information that is needed currently from a book. An ideal state would benefit the buyer by providing the satisfaction of having the product, providing a solution that had been needed in the past or that is needed in the future. This goes to show that consumer wants are unlimited, while, on the other hand, the means through which they can be satisfied are limited (Suen, 2013). I am familiar with buying eBooks online and as is the case with purchasing other products or services, it has a process. The books I buy are