step 2

Initial Steps After Problem Discovery:
  - Long-term Memory Utilization: Once a problem is recognized, information from long-term memory is utilized for an internal search. This involves determining three key aspects:
    1. Known Solutions: Whether there is a satisfactory solution already known.
    2. Characteristics of Potential Solutions: Understanding what attributes of a potential solution are available.
    3. Comparison Methods: Identifying appropriate methods for comparing various solutions.

Transition to External Search:
  - If the internal search does not yield a resolution, an external search is initiated. This search focuses on external information relevant to the problem's resolution.
  - Information Sources:
    - Can include various independent sources, personal sources, marketer-based information, and product experience.

Consumer Decision-making Needs: Consumer decisions necessitate information regarding:
  - Evaluative Criteria: The criteria used to evaluate potential solutions to the problem.
  - Alternative Choices: The existence of diverse alternative choices available to the consumer.
  - Performance and Characteristics: The performance levels or characteristics of each alternative solution against each evaluative criterion.

Comprehensive Classification of Alternatives: The following categories define potential alternatives:
  - All Potential Alternatives: Brands and products available in the market.
  - Awareness Set: Alternatives that the consumer is conscious of.
  - Unawareness Set: Alternatives that the consumer is not aware of.
  - Evoked Set: Alternatives that are actively given consideration.
  - Inert Set: Backup alternatives that may be considered under certain conditions.
  - Inept Set: Alternatives that are actively avoided.
  - Specific Alternative Purchased: An alternative that is finalized and purchased.
  - Considered but Not Purchased Alternatives: Alternatives that were evaluated but ultimately not chosen.

Primary Consumer Information Sources: Consumers have five main sources of information:
  1. Memory: Information recalled from personal memories.
  2. Personal Sources: Insights and information from personal contacts.
  3. Independent Sources: Unbiased sources that provide information, such as consumer reports.
  4. Marketing Sources: Information provided by marketers, including advertisements and promotions.
  5. Experiential Sources: Knowledge gained from direct experiences with a product or service.

Internet Usage Statistics: Nearly 93% of adults in the US have utilized the internet, indicating widespread engagement. However, the growth rate of new users has slowed down.
Trends in Online Information Search:
  - Expectation of Online Information: Consumers increasingly expect to find information online.
  - Impact on Offline Sales: Online information is known to boost offline sales.
  - Value of Online Sources: Online sources are generally perceived as valuable.
  - Salesperson Role Reduction: The importance of online sources leads to a diminished role for salespeople.
Significance of Search Engines: Emphasis on the importance of search engines as a gateway to information.

Importance of Segmentation: Segmentation and targeting in online marketing are critical for success.
Strategic Issues to Address: Three major issues that must be addressed include:
  1. Driving Information to Consumers: How can marketers effectively deliver information to consumers?
  2. Directing Consumers to Information: What strategies can drive consumers to seek the information they need?
  3. Integrating Online Selling: How can online selling be effectively integrated with existing marketing channels?

Access to Consumers: External information searches provide firms direct access to consumers.
Variation in Search Based on Decision Making: The extent of external information search varies depending on the type of decision-making, categorized into:
  - Nominal Decisions: Minimal information search and decision-making effort.
  - Limited Decisions: Moderate effort in information search.
  - Extended Decisions: In-depth search and analysis of information before decision-making.
Cost-Benefit Analysis: Buyers typically weigh the benefits of searching against the costs involved in conducting the search.

Influencing Factors: Four critical factors influence the expected benefits and perceived costs of both online and offline searches:
  1. Market Characteristics: The nature and dynamics of the market in question.
  2. Product Characteristics: Attributes and complexity of the product being searched.
  3. Consumer Characteristics: Individual differences among consumers such as knowledge and experience.
  4. Situation Characteristics: Contextual details surrounding the purchase decision such as urgency and availability of information.