information search process

8/8/2019 Information Search Process

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Consumer Behavior

Information Search Process

Information Search Process



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)



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



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



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



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



Post purchase Search

Consumer continues to evaluate other options

available in the market place

Desire to stay up-to-date



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



Types of Search: Internal and

External



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



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



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



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



3. Situational factors

4. Risk factors

5. Type of product sought

information search process

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