Upload
tracey-haynes
View
240
Download
4
Tags:
Embed Size (px)
Citation preview
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