Romey Villatoro

Prof. Alicia Martinez

Introduction to Marketing
19 March 2016
eBay Case Study

1. Which stages of the consumer decision-making process are affected most by

comparison shopping on mobile platforms? Explain.
The most affected stage is the evaluation of alternatives by comparing the purchase on
each mobile device. Also, this platform tries to persuade the customer with limited product
and discounts while comparison shopping.
2. Based on the goal expressed by Steve Yankovich, which stage of the consumer
decision-making process is eBay trying to influence? How are they doing so?
Yankovich remarks that eBay wants to engage customers even if they do not have the idea
of purchasing a product. The principal affected stage is the need of recognition. After
finding the desired product, the customer evaluates the alternatives. Also, the mobile
eBay application allows customers to compare the quality and prices of the different
products available.