Information Search Notes

Information Search

Consumer Decision Process

  • External Influences:
    • Culture
    • Subculture
    • Demographics
    • Social Status
    • Reference Groups
    • Family
    • Marketing Activities
  • Internal Influences:
    • Perception
    • Learning
    • Memory
    • Motives
    • Personality
    • Emotions
    • Attitudes
    • Experiences and Acquisitions
    • Self-Concept and Lifestyle
    • Needs
    • Desires
    • Situations
  • Decision Process:
    • Problem Recognition
    • Information Search
    • Alternative Evaluation and Selection
    • Outlet Selection and Purchase
    • Postpurchase Processes

Learning Objectives

  • Discuss internal and external information search and their role in different decision types
  • Summarize the types of information consumers search for
  • Describe the categories of decision alternatives relating to the evoked set
  • Discuss available information sources and the role of Internet and mobile search
  • Discuss the major cost-benefit factors driving the amount of external search
  • Summarize the marketing strategies based on information search patterns

The Nature of Information Search

  • Consumers continually recognize problems and opportunities.
  • Internal and external searches for information to solve these problems are ongoing processes.

Types of Information Sought

  • What solutions exist?
  • What evaluative criteria are needed?
  • What is the performance of each solution on each evaluative criterion?
  • Can a decision be made? If not, information search continues.

Types of Information Sought (Alternatives)

  • Awareness Set: Alternatives the consumer is aware of.
  • Unawareness Set: Alternatives the consumer does not know about.
  • Evoked Set: Alternatives given consideration.
  • Inert Set: Backup alternatives.
  • Inept Set: Avoided alternatives.
  • Specific Alternative Purchased: Alternatives considered but not purchased.
  • All potential alternatives (brands, products)

Sources of Information

  • Five primary sources of information available to consumers:
    • Memory of past searches, personal experiences, and low-involvement learning.
    • Personal sources, such as friends, family, and others.
    • Independent sources, such as magazines, consumer groups, and government agencies.
    • Marketing sources, such as sales personnel, websites, and advertising.
    • Experiential sources, such as inspection or product trial.

Sources of Information (Categorized)

  • Internal Information:
    • Past searches
    • Personal experience
    • Low-involvement learning
  • External Information:
    • Actively acquired
      • Independent groups
      • Personal contacts
      • Marketer information
      • Experiential
    • Passively acquired

Internet as a Major Search Avenue

  • Online information is expected.
  • Online information boosts offline sales.
  • Online sources are viewed as valuable.
  • Online sources reduce salesperson’s role.

Information Search on the Internet

  • Economic considerations are a major motivator of online search.
  • Information overload is a challenge.
  • Comparison shopping sites use Bots or shopping bots to help consumers in their search and decision-making.

Strategic Issues for Marketers Regarding Internet Search

  • How can they drive their information to consumers?
  • How can they drive consumers to their information?
  • How (if at all) can online selling be utilized or integrated with existing channels?

Driving Information to Consumers

  • Banner ads
  • Permission-based e-mail
  • Social media

Driving Consumers to a Firm’s Information

  • Search Engine Optimization (SEO): Techniques to ensure a company's web pages are accessible to search engines and improving the chances they are found.
  • Offline Media such as print and TV.
  • Behavioral Targeting: Tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Incentives for Repeat Website Traffic

  • Consumers need ongoing incentives to return such as:
    • Product-related news features
    • User-related discussion forums
    • Updates on new products
  • Website design is also critical.
  • Ongoing and repeat traffic requires relevant and frequently updated content.