Marketing 334Consumer Behavior

Chapter 15Information Search

From: Consumer Behavior , 10th ed. By Hawkins, Mothersbaugh and Best

Nature of Information SearchNature of Information Search

Internal Search Internal Search

Search of long-term memory to determine if a satisfactory solution is known.

External Search External Search

If a resolution is not reached through internal search, then the search process is focused on relevant external information.

15-3

Types of Information SoughtTypes of Information Sought

Consumer decisions require information about:Consumer decisions require information about:

Appropriate evaluative criteriaAppropriate evaluative criteria

The existence of various alternativesThe existence of various alternatives

Performance of each alternative on each evaluative Performance of each alternative on each evaluative criterioncriterion

Types of Information SoughtTypes of Information Sought

Information SearchInformation Search

Types of Information SoughtTypes of Information Sought

15-6

Sources of InformationSources of Information

Memory of past searches, personal experiences, and low-Memory of past searches, personal experiences, and low-involvement learninginvolvement learning

Personal sources, such as friends, family, and others.Personal sources, such as friends, family, and others.

Independent sources, such as magazines, consumer Independent sources, such as magazines, consumer groups, and government agenciesgroups, and government agencies

Marketing sources, such as sales personnel, websites, and Marketing sources, such as sales personnel, websites, and advertisingadvertising

Experiential sources, such as inspection or product trialExperiential sources, such as inspection or product trial

Five primary sources of information available to consumers:Five primary sources of information available to consumers:

15-7

Sources of InformationSources of Information

Sources of InformationSources of Information

There are numerous shopping services on the Internet that can:

search out the lowest prices for specific items

search out online retailers of specific merchandise

suggest specific brands based on your prior purchases and pre-specified criteria

These services use botsbots or shopping botsshopping bots, which are software “robots” that do the shopping/searching for users.

Information Search on the InternetInformation Search on the Internet

15-9

Sources of InformationSources of Information

Three major strategic issues marketers face regarding the Internet’s role in Three major strategic issues marketers face regarding the Internet’s role in information search and decision makinginformation search and decision making:

Information Search on the InternetInformation Search on the Internet

1.1. How can they drive their information to consumers?How can they drive their information to consumers?

2.2. How can they drive consumers to their information?How can they drive consumers to their information?

3.3. How (if at all) can online selling be utilized or integrated with existing How (if at all) can online selling be utilized or integrated with existing channels ?channels ?

Sources of InformationSources of Information

Consumers need ongoing incentives to return such as:

•product-related news features

•user-related discussion forums

•updates on new products

Website designWebsite design is also critical. Ongoing and repeat traffic requires relevant and frequently updated content.

Driving Consumers to a Firm’s InformationDriving Consumers to a Firm’s Information

Firms use various incentive techniques to Firms use various incentive techniques to encourage repeat trafficencourage repeat traffic

15-11

Amount of External Information Search Amount of External Information Search

Various measures of external information search:Various measures of external information search:

1.1. Number of stores visitedNumber of stores visited

2.2. Number of alternatives consideredNumber of alternatives considered

3.3. Number of personal sources used, andNumber of personal sources used, and

4.4. Overall or combination measuresOverall or combination measures

15-12

Costs vs. Benefits of External SearchCosts vs. Benefits of External Search

Market CharacteristicsMarket Characteristics

Product CharacteristicsProduct Characteristics

Consumer CharacteristicsConsumer Characteristics

Situation CharacteristicsSituation Characteristics

15-13

Marketing Strategies Based on Information Marketing Strategies Based on Information Search PatternsSearch PatternsSix marketing strategies based on search patterns: Six marketing strategies based on search patterns:

1.1. Maintenance StrategyMaintenance Strategy

2.2. Disrupt StrategyDisrupt Strategy

3.3. Capture StrategyCapture Strategy

4.4. Intercept StrategyIntercept Strategy

5.5. Preference StrategyPreference Strategy

6.6. Acceptance StrategyAcceptance Strategy