Information Search

Information Search

1. Internal search

   • Memory
   • Internal sources
     • past searches
     • personal experience
   • habitual decision making

2. External search

   • Pre-purchase research
   • relevant external stimuli
   • internal search failure
   • External sources
     • personal
     • independent
     • marketing
     • experiential

3. Ongoing (exploratory) search

   • Searching without specific problem
   • done for enjoyment
   • results in information gathering and retention

4. consumer decisions

   • Evaluative criteria
     • Grading performance
     • Selecting solution
     • Role of brands
   • Possible solutions
     • Grading performance
     • Selecting solution
   • awareness set
     • Evoked (consideration)
     • Inept (negative)
     • inert (indifferent)

5. online

   • brand websites
   • social media
   • blogs
   • advertising
   • review sites
   • local mobile sources
   • purpose of the site
     • Information only
     • Company and product/service information
     • Actively attract customers
     • A shopping site
     • Create a brand community

6. extent of the search depends on

   • market characteristics
     • Number of alternatives
     • Price range
     • Store distribution
     • Information availability
   • product characteristics
     • Price
     • Differentiation
     • Positive products
   • consumer individual
     • Learning and experience
     • Shopping orientation
     • Social status
     • Demographics
     • Product involvement
     • Perceived risk
   • situation or context
     • Time
     • Recipient
     • Physical surroundings
     • Social surroundings
     • Physical/mental energy

7. Marketing strategies

   • Brand in evoked set
     • Maintenance strategy
     • Capture strategy
     • Preference strategy
   • Brand not in evoked set
     • Disrupt strategy
     • Intercept strategy
     • Acceptance strategy