Information Search
MKTG 1052
Part 1: Consumer Decision Process
Information Search
Chapter 4
4-1
The decision process
4-3
Chapter 4: Information search
• Nature of information search
• Key types and sources of information
• Difference between evoked, inept and inert sets of brands • Why consumers engage in information search?
• Internet as an information source
• Factors that affect the amount of external information search • Marketing strategies based on different patterns of search behaviour
4-4
Nature of information search
Internal search
• Use of information from memory e.g. past experience
External search
•
•
The method used if a resolution to a problem is not reached through the internal search process
The search process is focused on external stimuli relevant to solving the problem
Combination of both
4-5
Information search and purchase involvement
High purchase involvement Low purchase involvement Habitual decision making
Limited
Decision
making
Extended
Decision
making
increasing active external research
4-6
Information search
What do you look for?
What do you care about when buying a bag, a smartphone etc.?
4-8
Type of information sought:
Performance on Key Evaluation Criteria
Potentially compared along quality, applications available, price, functionality, design and further evaluation criteria
4-9
4-10
4-11
11
Suggesting evaluative criteria that match the brand’s strengths
3-12
4-12
Suggesting evaluative criteria that match the brand’s strengths
3-13
4-13
Information search in consumer decisions
4-14
14
Examples of ongoing search
4-15
Information sources for a purchase decision 4-16
Example for information sources:
Independent tester/experts
1-17
Example for information sources:
Private camera experts http://www.kenrockwell.com/ 1-18
Example for information sources:
Social networks
Part 1: Consumer Decision Process
Information Search
Chapter 4
4-1
The decision process
4-3
Chapter 4: Information search
• Nature of information search
• Key types and sources of information
• Difference between evoked, inept and inert sets of brands • Why consumers engage in information search?
• Internet as an information source
• Factors that affect the amount of external information search • Marketing strategies based on different patterns of search behaviour
4-4
Nature of information search
Internal search
• Use of information from memory e.g. past experience
External search
•
•
The method used if a resolution to a problem is not reached through the internal search process
The search process is focused on external stimuli relevant to solving the problem
Combination of both
4-5
Information search and purchase involvement
High purchase involvement Low purchase involvement Habitual decision making
Limited
Decision
making
Extended
Decision
making
increasing active external research
4-6
Information search
What do you look for?
What do you care about when buying a bag, a smartphone etc.?
4-8
Type of information sought:
Performance on Key Evaluation Criteria
Potentially compared along quality, applications available, price, functionality, design and further evaluation criteria
4-9
4-10
4-11
11
Suggesting evaluative criteria that match the brand’s strengths
3-12
4-12
Suggesting evaluative criteria that match the brand’s strengths
3-13
4-13
Information search in consumer decisions
4-14
14
Examples of ongoing search
4-15
Information sources for a purchase decision 4-16
Example for information sources:
Independent tester/experts
1-17
Example for information sources:
Private camera experts http://www.kenrockwell.com/ 1-18
Example for information sources:
Social networks