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