Consumer decisions to search and purchase products online

Professor Paulo Albuquerque – Professor of Marketing at INSEAD

There has been considerable research and applications in Marketing on consumer’s purchase decisions. In part because of lack of data, pre-purchase decisions (e.g., when the consumer’s search for information about products) and post-purchase decisions (e.g., how much usage a product gets after it was bought).

This day is going to be divided into two distinct parts.

• In the morning session, we will go over multiple approaches to understand how consumers obtain information before purchase, and discuss the design and introduction of a product based on online search patterns by consumers.
• In the afternoon session, we will the cover a second important set of consumer decisions: product usage and implicit consumer satisfaction. We will discuss and elaborate on how managers can create customer satisfaction indices based on the actions done by consumers.