Information Search Pertemuan 06

Matakuliah : J0384 – Perilaku KonsumenTahun : Ganjil 2007/2008

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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

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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

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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

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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

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Awarness Set

-IBM- Apple- Toshiba- Compaq-NEC

-Hyundai-HP

Inept Set:- Hyundai

Innner Set-Toshiba- Compaq- HP

Evoke Set-IBM- Aplle- NEC

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SOURCES OF INFORMATION

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

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MARKET CHARASTERISTIC

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

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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

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PRICE RANGE

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

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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

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INFORMATION AVAILABILITY

The availabilty of external information increases its utilization

PRODUCT CHARASTERISTIC

• Price level• Product differentiation• Positive products

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Marketing strategies based on information search patterns

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