1.0 Introduction

1.1 Authorization and purpose
I Alester Leong, as a representative of the marketing department of Google Face Book have been assigned a task by Mr. M.S.N. Yahoo, CEO of Google Face Book to compile a report investigating the consumer decision making process of both the goal-oriented and the experiential online shopper aged 18-45 years. The main purpose of this report is to better understand and identify the different needs of both the goal-oriented and experiential buying behavior. This report also serves to provide a rough guideline for the company on what actions to consider by giving recommendations relating to the 4Ps of the marketing mix.

1.2 Scope and sources of information
This report is done by interviewing two samples, one goal-oriented and one experiential online shopper through an interview proforma based on the 5-step consumer decision making process. The results are then compared to the model of the 5-step consumer decision making process......

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Title: Consumer Behavior - Goal-Oriented And Experiential Online Buyer
Approximate Word Count: 3466
Approximate Pages: 14 (250 words per double-spaced page)

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