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would be carefully considered. Thus it is the formula for the personal profit = a (usefulness of product) +b (perceived brand value)- c (money cost)-d (time or inconvenience). It would be easy to understand that, people pay for what they want, whether for eat, for joy or daily use, the product should be useful, and the quality of the product should be the parameter clause of the deal. (Ting and Cho, (2008))And in the case that, the consumer bought a mop in the supermarket, then found it broke down two days after, he would get shadows over such bad experience, and put the brand of the product to the bottom of the purchase list. Then it would be followed by the brand value, people choose one kind of product, not merely for the sureness, but for social and economical factors. The same product with different prices, and different brand, would bring the considerations over brand, and normally the brand would charge for additional price. But the brand may bring about other profits for the buyer, taking the car for example, the Chevrolet and the BMW has different meanings over the identity of the owner. Thus case matters a lot in the pricing and the product target of the marketing. Another case is the operating or use of the product, whether the control is easy to learn, or it would be a save of time. Generally speaking, the Buying decision is related to the product and the brand of the product, which in turn, has great impacts on the marketing strategy.

And in the last part, the impact of the internet on the purchase of the buying decision process would be touched. First, let us get to the shopping on-line. It has been statistics that, there is more than 21 percent of shopping is accomplished on line. It would be a save of time and when people shopping online. However, the traditional form of trading has not disappeared and would be keeping on, because of the limitation of the forms of shopping online and the instability of the internet. (Hsiao, (2009))But the internet helps a lot in the advertising for the product, and the promotion can be carried out in much more various ways than on the board, or the radios, newspapers. (Cardinal LB, Sitkin SB, Long CP. (2004))In another view point, the internet has been helping the customers know more about the product that they want to purchase, make comparison among brands, and making decisions. If there is a piece of unsatisfied experience in the buying, another one would pay more attention to the complain than the salesman or the producers, and which in turn assistance in the improvement of the product or the services.

Besides, the internet helped a lot in the analysis of the market, the collecting of the data of the clients, together with the strategies for the next step for marketing. (Cardinal LB, Sitkin SB, Long CP. (2004))The data of the customer is collected each time the purchase is accomplished, and then added to the detail lists of the market. Then the data of purchase category, quantity and other information was recorded and set to the data analysis. And the internet has been realizing the combination of the massive information of the industry. (Dey et al., (2006))By using the data mining technology, companiescan get the implications, such as the lifestyle, specific consumption behavior, and the pReference of their clients.With such data and implications, the enterprise can make contrapuntal and scientific strategies such as pricing, market distribution, procuremen