Chpt 4 - Information Search PDF - Consumer Behaviour: Implications for Marketing Strategy PDF

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Chapter 4: Information Search summary...

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Chapter 4 - Information Search

MKTG Notes

The Nature of Information Searches Internal search: Use of information from memory External Search: The focus of the search process is shifted to external stimuli relevant to solving the problem * Even in extended decision making with an extensive external search, the initial internal search generally produces a set of guides or decision constraints that limit or direct the external search e.g price range or a set of ‘must have’ criteria * If a consumer recalls a single, satisfactory brand and purchases the product then habitual decision making has occurred * If the consumer is attracted to a product because of its attention-grabbing display and then recall an unsolved problem that these attributes would resolve and the purchase is made then the consumer has engaged in limited decision making involving mainly internal information. Had the consumer looked for other brands that would perform the same task, or looked at other stores for a different price, this would be an example of limited decision making using both internal and external information * As consumers move into more extended decision making, the relative importance of external information search tends to increase. External information can include: * The opinions, attitudes, behaviours and feelings of friends, neighbours and relatives and from chat groups or discussion forums on the internet. * Reviews by other consumers or consumer organisations. * Professional information provided in brochures, articles or books on the internet, and through personal contacts. * Direct experience with the product through inspection or trial. * Marketer-generated information provided by advertisements, displays or sales staff, or on the internet. An ongoing search (or exploratory search) is undertaken both to acquire information for later use and because the process itself can be pleasurable. * A function of individual, product, market and situational factors. * The outcome of the search includes increased product and market knowledge, leading to future buying efficiencies and enhanced personal influence, increased unplanned purchases and personal satisfaction and enjoyment. The Type of Information Sought A consumer decision requires information regarding - The appropriate evaluative criteria for the solution of a problem - The existence of various alternative solutions - The performance level or characteristics of each alternative solution with respect to each evaluative criteria Evaluative Criteria - The features or desired characteristics of a product required to meet the

Chapter 4 - Information Search

MKTG Notes

consumer’s needs; the features the consumer believes a product should have, such as a suitable price, brand or ingredients....