Information Search

Information Search

1. Source of information

   • Internal
     • Past searches
     • Personal experience
   • External
     • Personal sources
       • Friends & family
     • Individual groups
       • Gov, consumers and general media
     • Marketing / commercial sources
       • ads
       • Sale personal
       • Experiential source (product inspectual/ trial)
   • Categories of decision alternative
     • Awareness set
       • Evoked set / consideration set
         • Alternative given consideration
       • Inert set
         • back up alternaltive
       • Inept set
         • avoided alternative
     • Unawareness set

2. Marketing strategy

   • Marketing strategy based on information search