1. 15
CHAPTER
INFORMATION
SEARCH

2. PART IV: CONSUMER DECISION PROCESS

3. Nature of Information Search
Consumers continually recognize problems and opportunities, so internal and external searches for information to solve these problems are ongoing processes.
Internal Search
Search of long-term memory to determine if a satisfactory solution is known.
External Search
If a resolution is not reached through internal search, then the search process is focused on relevant external information.

4. Types of Information Sought
Consumer decisions require information about:
Appropriate evaluative criteria
The existence of various alternatives
Performance of each alternative on each evaluative criterion

5. Types of Information Sought
Information Search

6. Types of Information Sought
Appropriate Alternatives
The Awareness set is composed of three subcategories of considerable importance to marketers:
The evoked set or consideration set contains brands or products one will evaluate.
The inept set consists of brands found to be completely unworthy of further consideration.
The inert set contains brands for which the consumer is aware of but basically indifferent toward.

7. Types of Information Sought

8. Sources of Information
Memory of past searches, personal experiences, and low-involvement learning
Personal sources, such as friends, family, and others.
Independent sources, such as magazines, consumer groups, and government agencies
Marketing sources, such as sales personnel, websites, and advertising
Experiential sources, such as inspection or product trial
Five primary sources of information available to consumers:

9. Sources of Information

10. Sources of Information
Information Search on the Internet

11. Sources of Information Top 10 Activities of Adult Internet Users
91%
Use search engine to find information 84
Search for a map or driving directions
Do an Internet search to answer a specific question 80
Research a product/service before buying it 78
Check the weather
Look for informtion on a habbyor interest 77
Get travel information 73
Get news 72
Buy a Product 67
Number represents percent who have ever engaged in the activity
Source: Internet Activities (Washington, DC: Pew Internet & American Life Project, May 18, 2005.

12. Sources of Information
The Nature of Search Using Online Search Engines

13. Amount of External Information Search
Various measures of external information search:
Number of stores visited
Number of alternatives considered
Number of personal sources used, and
Overall or combination measures

14. Costs vs. Benefits of External Search
Factor Affecting External Search: Part I
Influencing Factor Increase in Factor Causes Search to:
I. Market characteristics
A. Number of alternatives Increase
B. Price range Increase
C. Store concentration Increase
D. Information availability Increase
1. Advertising
2. Point-of-purchase
3. Sales personnel
4. Packaging
5. Experienced consumers
6. Independent sources
II. Product characteristics
A. Price Increase
B. Differentiation Increase
C. Positive products Increase

15. Costs vs. Benefits of External Search
Factor Affecting External Search: Part II
Influencing Factor Increase in Factor Causes Search to:
III. Consumer characteristics
A. Learning and experience Decrease
B. Shopping orientation Mixed
C. Social status Increase
D. Age and household life cycle Mixed
E. Product involvement Increase
F. Perceived risk Increase
IV. Situation characteristics
A. Time availability Increase
B. Purchase for self Decrease
C. Pleasant surroundings Increase
D. Social surroundings Mixed
E. Physical/mental energy Increase

16. Costs vs. Benefits of External Search
Product Characteristics
Product differentiation is associated with greater external search.
And, positive products tend to engender greater search than negative products.
Shopping for a physician can be be unpleasant, and thus, seen as a negative product

17. Costs vs. Benefits of External Search
Consumer Characteristics
Consumer Perception of Risk associated with unsatisfactory product performance increases information search.
Perceived risk is high for products whose failure to perform as expected would result in a high
Social cost
Financial cost
Time cost
Effort cost
Physical cost

18. Marketing Strategies Based on Information Search Patterns