Information Search Pertemuan 06

Information Search Pertemuan 06

Matakuliah : J0384 – Perilaku KonsumenTahun : Ganjil 2007/2008

Bina Nusantara

THE NATURE OF INFORMATION

Internal Search vs External search• The use of information from memory is

referred to as an internal search• If a resolution is not reached throuht

internal research, than the search process is focused on external stimuli relevan to solving the problemThis is called : External Search

Bina Nusantara

TYPE OF INFORMATION SOUGHT

• The appropriate evaluative criteria for the solution of a problem

• The existence of various alternative solutions• The performance level of the charasterstic of

each alternative solution on each evaluative criterion

Bina Nusantara

EVALUATIVE CRITERIA

• Suppose you are given money buy a personal computer.

• Whats features do I want in acomputer? You would engaged ininternal serach to determine the features.

• These desired charasteristic are called : Evaluative Criteria

Bina Nusantara

APPROPRIATE ALTERNATIVES

Searching for appropriate alternative criteria, you would probably seek appropriate alternatives – in this case brands or posibly stores. Again you will starting with an internal search

Bina Nusantara

Awarness Set

-IBM- Apple- Toshiba- Compaq-NEC

-Hyundai-HP

Inept Set:- Hyundai

Innner Set-Toshiba- Compaq- HP

Evoke Set-IBM- Aplle- NEC

Bina Nusantara

SOURCES OF INFORMATION

• Memory• Personal sources• Independent sources• Marketing sources• Experiental sources

Bina Nusantara

MARKET CHARASTERISTIC

Include : • The number of alternatives, • Price range,• Store distribution and • Information avalaibility

Bina Nusantara

NUMBER OF ALTERNATIVES

The grater number of alternatives : products, stores, brandsavailable to resolve a particular problem the more external search there is likely to be

Bina Nusantara

PRICE RANGE

The range of price amang equivalent brands in product class is major factor for stimulating external serach

Bina Nusantara

STORE DISTRIBUTION

The number and location of and distances between reatil stores in the market affect the the number of store visits a customer will make before purchase

Bina Nusantara

INFORMATION AVAILABILITY

The availabilty of external information increases its utilization

PRODUCT CHARASTERISTIC

• Price level• Product differentiation• Positive products

Bina Nusantara

Marketing strategies based on information search patterns

• Maintainance strategy• Discrupt Strategy• Intercept strategy• Preference strategy• Cceptance strategy