Information Search

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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

Friends, family, businesses etc.

1-19

Example for information sources:
Accommodation business

3-20
1-20

Example for information sources:
Travel business

Sales personnel

Advertising
Websites

1-21

Example for information sources:
Experiential

1-22

Information sources for a purchase
decision

1-23

Information sources
Impersonal

Personal

Commercial
(paid)

advertising,
sales promotion,
web site

salespeople,
email,
direct mail

Non-commercial
(unpaid)

general purpose
media, publicity

social others,
word of mouth/web

1-24

Strategic implications....
• Determine the preferred/current sources of
information the target market is using and the
content of that information
• Decide whether to use the same channels, add
channels, or attempt to alter the content of existing
channels.
 Respond to information research needs
by enhancing preferred channels

 The firm has to go where the customer is
4-26

Information search on the internet
• 2009 survey – 80.1 % of Australian population online
(US – 74.1%; Germany, 65.9%) (internetworldstats.com)
• The intensity of Internet use by Australians is among
the highest in the world
• Internet is the most popular information source for
students and will overtake TV in advertising
• Over half of e-shoppers are women, taking over from
males
• 73% of those with Internet at work use it every
morning

4-27

What about online spending?

• 52% of people research a product or service online
before they buy it in store
• 61% of Australian Internet users regularly purchase
goods and services online
• Australians aged between 25-34 shopped online the
most (71%), followed by 35-44 year olds (66%)
• The 4.4 million Internet users that don't shop online say they have no need to (34%), have security concerns
(20%) or prefer shopping in person (19%)

4-28

Amount of external information
search
• So when you consider that most...
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