Download - Information Search Process
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Consumer Behavior
Information Search Process
Information Search Process
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Outline Model of Information Search
Problem/ need
recognition
Drive to act/ (Motivation)
Information Search
Internal Search: MemoryRetrieval` Processing of Information
(exposure, attention,
comprehension,
interpretation, acceptance)
External
Search
(Retention for future
use)
Sponsored Sources
(marketing mix elements,
including marketing
communication)
Non sponsored sources
(family, friends, opinion
leaders, media reports, etc)
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Types of information sought by a
potential buyer Appropriate evaluative criteria for the
solution of problem(Desired characteristics
are evaluative criteria)
Existence of various alternative solutions
Performance level or characteristic of each
alternative solution on each evaluative
criterion
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Brand CategorizationAw
arenessSet
Consists of all the brands thatthe customer knows of
Customer collects preliminaryinformation on these brands and
scrutinizes them in a cursory fashion
Inept Set Consumer definitely finds it
unworthy or consideration
Consumer is not interested in any
information on the brand(s) in this set
Evoked Set Based on preliminary
investigation customer finds
them worthy of further
attention
Consumer would preferably like to
make a final choice in favor of one of
the brands from this set. Hence he is
interested in gathering as much
information as is needed for decisionmaking on these brands
Inert Set Consumer is indifferent
towards these choices
These brands are acceptable if none of
the brands from the evoked set can be
bought. Thus, while consumer is not
actively seeking information on these
brands, he passively acceptsinformation on them
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Stage of decision making and
information search
Information search is an ongoing activity,
occurring before, during and even post purchase.
Prepurchase Search:- In direct search customer
has clear and conscious objective to collect
information for solving a specific problem
Browsing through window shopping, thumbing
through catalogues & magazines, readingbrouchers, etc without any immediate intent to
buy is 2nd category of pre purchase search
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3rd form is accidental search occurs when a
consumer who is not looking for anything in
particular is drawn to a product simply as a
result of coming across an
attractive display,
seeing a persuasive commercial,
or by learning about it from friends
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Post purchase Search
Consumer continues to evaluate other options
available in the market place
Desire to stay up-to-date
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Prepurchase search Ongoing search
Determinants Involvement in the
purchase
Market environment
Situational factors
Involvement with the
product
Market environment
Situational factors
Motive To make better purchase
decision
Increased product and
market knowledge
To build a bank of
information for future use
Increased product and
market knowledge leading
to: future buyingefficiencies
Personal influence
Outcomes Better purchase decisions
Increased satisfaction with
purchase outcome
Increased impulse
purchase
Increased satisfaction
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Types of Search: Internal and
External
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Internal Search
This stage immediately follows the problem
recognition stage
Mental process of recalling & reviewinginformation stored in memory
Memory tends to decay over a period of time
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Two dimensions of internal search
1. Extent of Search:- Effort a consumerdevotes to internal search depends on hismotivation, ability, and opportunity to
process information
2. Kind of information Retrieved:- Brand
Name, Attributes, evaluation done earlier,and experience
Brand names for which customer had positivepreference are recalled more
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Attributes:- like naturalness of a shampoo is
likely to be recalled faster
Overall evaluation is recalled more than
specific evaluation
Salient & vivid experiences are recalled better
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External Search
Amount of external search activity depend on
1. Perceived value vs. perceived cost
Financial cost, time cost, delays cost, physical cost,
2. Individual factors
Greater the market experience with a product less is
the external search
Higher education level & income status person goes
for great search
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3. Situational factors
4. Risk factors
5. Type of product sought