This activity is important because marketing managers need to understand why consumers choose to shop and buy online so that they can influence online purchasing behavior. Consumers typically list convenience, choice, customization, communication, control, and cost as the primary reasons they choose to shop online; therefore, marketing managers need to ensure that their websites provide these benefits.

The goal of this activity is to demonstrate your understanding of the six primary benefits consumers seek from online shopping.

Read the description of each customer shopping scenario to determine what online customer benefit it represents, then drag it to the appropriate place on the chart.

Room for Tonight

Convenience

Choice

Customization

Communication

Cost

Control