1. Information Search in Consumer Decisions
Types of information sought?
The appropriate evaluative criteria
The importance of each criterion
The existence of various alternatives
The performance level or characteristic of each alternative solution on each evaluative criteria.
Ex: Selection of a College/University
Nature of information search
Internal vs. external search

2. Internal: Categories of Decision Alternatives
All potential alternatives
(brands, products)
Awareness set known products and brands
Unawareness set Alternatives the consumer does not know about
Evoked set
Alternatives given consideration
Inert set
Backup alternatives
Inept set
Avoided alternatives
Specific alternative purchased
Alternatives considered, but not purchased

3. External: Sources of Information
Personal sources
Independent sources
Marketing sources
Experiential sources

4. Comparison of Information Sources
Effort Required
Credibility
Internal (memory)
Personal
Marketing
Independent
Experiential

5. Perceived Costs and Benefits of External Search
15-7
Benefits obtained
Financial
Psychological
Physical
Product
Do the benefits of external search exceed costs?
YES
Continue search effort
Costs of search
Out-of-pocket expenses
Psychological
Time
Activities missed
Terminate search effort NO
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

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

7. Factors Affecting External Search (cont.)
Influencing Factor Increasing the Influencing Factor
Causes the Search to:
III. Consumer characteristics
A. Learning and experience
B. Shopping orientation
C. Social status
D. Age and household life cycle
E. Product involvement
F. Perceived risk
IV. Situation characteristics
A. Time availability
B. Purchase for self
C. Pleasant surroundings
D. Social surroundings
E. Physical/mental energy

8. Marketing Strategies Based on Information Search Patterns
Target Market Decision-Making Pattern
_____________________________________________
Nominal Limited Extended
Decision Decision Decision
Making Making Making
(no search) (limited search) (extensive search)
Brand in Maintenance Capture Preference
evoked set strategy strategy strategy
Brand not Disrupt Intercept Acceptance
in evoked set strategy strategy strategy