INMA_A01.QXD

Hierarchy of response models

An alternative view of consumer behaviour in using the Internet during the buying

process relates to the well-documented ‘hierarchy of response model’, summarised for

example by Kotler et al. (2001), as made up of the following stages:


awareness;


interest;


evaluation;


trial;


adoption.

Breitenbach and van Doren (1998) also suggest that audience members of an individ-

ual web site tend to pass through these stages.

Figure 2.23 indicates how the Internet can be used to support the different stages in

the buying process. The boxes on the left show the typical stages that a new prospect

passes through, according to, for example, Robinson et al. (1967). A similar analysis was

performed by Berthon et al. (1998), who speculated that the relative communications

effectiveness of using a web site in this process gradually increased from 1 to 6.

CHAPTER 2· THE INTERNET MICRO-ENVIRONMENT

Figure 2.23A summary of how the Internet can impact on the buying process for a new

purchaser

Communications

objectives

Stage in

buying process

Internet marketing

techniques

Banner advertising,

PR, links

Generate

awareness

Web site content

(plus search support)

Position features,

benefits and brand

1. Unaware

Search engines,

intermediaries

Lead generation

(from range

of customers)

Web site content,

intermediaries

Assist purchase

decision

Facilitate purchase Web site content

Personalised web

site content and

interaction

Support use and

retain business

2. Aware of product
   need, develop
   specification


3. Supplier search


4. Evaluate and
   select


5. Purchase


6. Post-purchase
   evaluation and
   feedback