Web-Based sales: Defining The Cognitive Buyer

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Abstract
This paper explores the forces contributing to the transformation of buyer behaviour when buyers use the World Wide Web for making purchase decisions. These forces include trends in the marketplace, where products are becoming more complex and plentiful, as well as the emergence of Web-based marketing and functions. The interactive nature of electronic sales, like Web-based marketing, makes this type of sales significantly different from its traditional counterparts. sales on the Web shape buyers' perceptions about products, the decision making process, and the marketplace, resulting in buyer behaviour this paper defines as the cognitive Buyer. Technical developments like secured transactions and improved access methods like catalog content menus will address buyers' uncertainties and provide marketers with a better understanding of their buyers. As this new sales channel develops it will create a demand for itself by using knowledge systems to organize information. “Focusing on mere information has led to overload…rather than the search for meaningful new patterns of knowledge” Hazel Henderson.

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