Amazon Consumer Buying Decision Case Study

Clayton M. Christensen said it best, “Disruption is a process, not an event, and innovations can only be disruptive relative to something else”. The fact of the matter is Amazon is a dominant retailer specializing in online sails of all items people could imagine. From dish soap, perfumes, clothing, and every other item that would satisfy your desires. The reason I believe that Amazon has been successful in disrupting the Consumer Buying Decision Process is because they are innovative. Amazon constantly keeps up to date with the current trends as far keeping their website user friendly which enable shoppers to become buyers with little thought and ease. Part of the Consumer Buying Decision Process that was such a huge factor in retailing in
For some reason it was hard for me to think of a way Amazon affects problem recognition other than the fact that when the consumers have a problem they would go to Amazon to fulfill their need for help. Amazon has helped the consumers in the state of problem recognition in the simplicity that comes with buying a new item that is suited for their current state. Amazon has not been beneficial to the Retailers in this state, because when a consumer needs that new product they are more likely to go right to Amazon to make the process simpler. The second step of the consumer buying process is Information Search. This step is when the consumer used to search for information about the product and then different retailers to see which one they would buy this product now. With the breakthrough of Amazon there is no need for this step, because Amazon practically does it for us buyers now. Amazon shows us great descriptions, offers easy price comparing, and they re-define information. This is hurting retailers, because consumers or no longer using their differences for specific
Retailers could show you other options, and they do an amazing job at it. The thing is Amazon simply puts it on your screen and evaluates it with the reviews other people have left. Why find out for yourself if Amazon and other consumers can take care of this for you? Amazon dominates this step in the buying process. The last steps go hand in hand with me. The Purchase, and the Post Purchase Evaluation. Amazon has made purchasing too easy by introducing click-buying. The website already has your card information, and if you want a product all you have to do is click purchase and it will be on your way. From a retailers point of view I like to thank they aren’t doing as well as they once were, and to me it is sad because shopping is a blast. It can be a time to go out with a family member or friend and feel good about yourself. The Post Purchase Evaluation can be a lot easier when you can return a product to a store, but it might be a little bit less consumer friendly when you have to ship that product back in the mail. In my opinion the Post Purchase Evaluation might be the only step to where the retailers are still ahead in the game. If Amazon is able to figure a way out how to make a dent into this step, they may end up