Editing Consumer behaviour (section)

==== Influence of the Internet on buying process ====
{| class="wikitable sortable mw-collapsible"
|+Table<ref>{{Cite book|url=https://archive.org/details/internetmarketin00chaf|url-access=limited|title=Internet marketing|last1=Chaffey|first1=D.|date=2006|publisher=Financial Times Prentice Hall|isbn=978-1405871815|edition=3rd ed..|location=Harlow|page=[https://archive.org/details/internetmarketin00chaf/page/n137 109]}}</ref>  Internet's impact on buying process
|Stage in
buying process
|1 Unaware
|2 Aware of product need
develop specification
|3 Supplier
search
|4 Evaluate and
select
|5 Purchase
|6 Post-purchase evaluation
and feedback
|-
|Communications
objectives
|Generate awareness
|Position features,
benefit and brand
|Lead generation
(from range of customers)
|Assist purchase
decision
|Facilitate purchase
|Support use and
retain business
|-
|Internet marketing
techniques
|Banner advertising,
PR, links
|Web site content
(plus search support)
|Search engines,
intermediates
|Web site content
intermediates
|Web site content
|Personalised web site content
and interaction
|}
As the preceding table shows, the first row indicates the process of a consumer buying a new product, while the second and third row illustrates the positive influences the Internet could have on buying process by creating effective communications with online consumers. For example, suppose a consumer carelessly sees an advertisement about laptops on [[WeChat|Wechat]], a popular Chinese social media developed by [[Tencent]]. He begins to feel that his laptop is a bit out of date and wants to buy a new one, which is the outcome of good advertisement placed on a daily Internet tool. He does not know anything about how to buy a new one as business changes so fast today, so he searches on [[Google]] to find an answer. On the results page he finds promotional ads which mainly come from [[JD.com]] and [[Taobao]], two competing Chinese online retailers in this field. He prefers to use [[JD.com]], which provides detailed comparisons of brands, prices, locations, and methods of payment and delivery. After careful selection, he makes his order through [[JD.com]] via [[WeChat|Wechat]] payment. [[JD.com]] has one of the fastest distribution channels within China and it supports excellent post-purchase service to maintain its position in the market.