information search pertemuan 06
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Information Search Pertemuan 06
Matakuliah : J0384 – Perilaku KonsumenTahun : Ganjil 2007/2008
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THE NATURE OF INFORMATION
Internal Search vs External search• The use of information from memory is
referred to as an internal search• If a resolution is not reached throuht
internal research, than the search process is focused on external stimuli relevan to solving the problemThis is called : External Search
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TYPE OF INFORMATION SOUGHT
• The appropriate evaluative criteria for the solution of a problem
• The existence of various alternative solutions• The performance level of the charasterstic of
each alternative solution on each evaluative criterion
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EVALUATIVE CRITERIA
• Suppose you are given money buy a personal computer.
• Whats features do I want in acomputer? You would engaged ininternal serach to determine the features.
• These desired charasteristic are called : Evaluative Criteria
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APPROPRIATE ALTERNATIVES
Searching for appropriate alternative criteria, you would probably seek appropriate alternatives – in this case brands or posibly stores. Again you will starting with an internal search
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Awarness Set
-IBM- Apple- Toshiba- Compaq-NEC
-Hyundai-HP
Inept Set:- Hyundai
Innner Set-Toshiba- Compaq- HP
Evoke Set-IBM- Aplle- NEC
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SOURCES OF INFORMATION
• Memory• Personal sources• Independent sources• Marketing sources• Experiental sources
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MARKET CHARASTERISTIC
Include : • The number of alternatives, • Price range,• Store distribution and • Information avalaibility
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NUMBER OF ALTERNATIVES
The grater number of alternatives : products, stores, brandsavailable to resolve a particular problem the more external search there is likely to be
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PRICE RANGE
The range of price amang equivalent brands in product class is major factor for stimulating external serach
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STORE DISTRIBUTION
The number and location of and distances between reatil stores in the market affect the the number of store visits a customer will make before purchase
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INFORMATION AVAILABILITY
The availabilty of external information increases its utilization
PRODUCT CHARASTERISTIC
• Price level• Product differentiation• Positive products
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Marketing strategies based on information search patterns
• Maintainance strategy• Discrupt Strategy• Intercept strategy• Preference strategy• Cceptance strategy
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