Gay, Charlesworth and Esen: Online Marketing 
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Answers to Case QuestionsGay, Charlesworth and Esen: Online Marketing
Chapter 05
Analysis of buyer behaviour, be it in consumer or B2B markets, is essential if we are to understand the decision-making processes that a buyer goes through. The Internet is still a relatively new marketing channel so the understanding is of greater importance than traditional offline channels. Various credible sources for analysing online buyer behaviour have emerged. Below are two links through to (1) Hitwise and (2) eTypes, the consumer behaviour classification tool from CACI. Consider the data provided by both sites and suggest how they maybe used in tandem to develop an effective profile of the house and garden market.
www.hitwise.co.uk/images/UK_Industry_Report.pdf
www.webcustomers.co.uk/default.asp
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