Answer the following questions attached in detail. You should choose a specific item for ease of comparison (e.g. similar style shirt, sandals, specific model of laptop, etc.).
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MKT 326 Digital Marketing
Final Assignment (10% of Semester Grade)
Online Shopping Evaluation
Due: Thursday, May 9, 2019 by 4:50 p.m.
Compare and contrast two retail web sites that you believe are in direct competition to each other
(similar perceived quality of products and similar target markets). Answer the following
questions in detail. You should choose a specific item for ease of comparison (e.g. similar style
shirt, sandals, specific model of laptop, etc.).
a) Identify the retailers you chose and why.
b) How do you compare your experience shopping on the internet to shopping in a local store for
this type of product? Are there personalization features on the website?
c) What are the advantages and disadvantages of this particular internet shopping experience
over shopping for the same products in person?
d) Compare the retail offerings of the product you were shopping for through:
a. perceived quality
c. suggestive selling (upsell/add-ons/complimentary products)
d. website features
e. design of website
f. ease of website use
e) A key element to prevent “abandoned shopping carts” is the checkout procedure—compare
and contrast the checkout procedures. You will want to think about shipping information and
charges, return policies and procedures, and convenience of “continue shopping.” This section
will require you to place items in the shopping cart/bag and pretend you are going to check out.
f) Which of these sites would you use? Why?
It is suggested that you take screenshots to enhance your paper and allow for easy referencing
within the paper. Upload your document as a pdf (not as a word file) onto Canvas. Late papers
will not be accepted as this is your final.
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