Samenvatting

For this examination, qualitative research has been carried out into which extent the Internet has influenced the traditional consumer decision process (CDP) model (Blackwell, Miniard & Engel, 2006) and how the stages of this model are visible on websites. It is examined because the emergence of the Internet has changed dramatically the way in which consumers orientate themselves, search for information and do their purchases. This study is intended to give marketers a clear description on the influence of the Internet on the consumer decision process model and to show how websites give meaning to this model. The question at the centre of this research is: "In what way is the consumer decision process model (Blackwell, Miniard & Engel, 2006) applied on websites and in which way can those stages be recognized on the websites of three different industries?"
The research has been framed by a theoretical and empirical framework and is based on the research model of Verschuren and Doorewaard (2007). The theoretical framework is concerned with a literature study on the rise of the Internet and how it has influenced consumer behaviour and the consumer decision process model of Blackwell, Miniard and Engel (2006).
For the empirical research, the literature research has been used as the basis for a comparative case study that exists out of an analysis on websites from three different industries, namely: the fashion industry, the furniture industry and the book industry. These websites have been analysed by using labels defined by the research strategy of Verschuren & Doorewaard (2007).
The stages of the consumer decision process model that have come out to be most visible within all analysed websites are the stage of need recognition and the information search. Additionally, it has become evident that within the book industry all stages that belong to the consumer decision process model are visible on the websites. Strikingly for IKEA there could be seen it is the only website that serves as information tool as individuals can only buy products in its chain stores.
Based on the examination, the following recommendations can be given. The first recommendation that can be commonly applied for the three industries is that interviews with marketers should give the researcher more insights into how they apply certain aspects of the consumer decision process model by means of their websites. Also it has become evident it is hard to measure the use of pop-ups by websites. By interviewing marketers it should become evident how marketers give meaning towards the use of pop-ups. These interviews should also bring forward how websites intend to support the stage of result as this has not come forward during the analysis.
Also, further research is advised to identify how successful the analyzed websites are. This information should contribute to find out how effectively the analysed websites make use of the consumer decision process model.