Chapter 4 - Information search. In this chapter, we will address the following problems: Nature of information search; key types and sources of information; the difference between evoked, inept and inert sets of brands; why consumers engage in information search; how the internet is used as an information source; factors that affect the amount of external information search; what marketing strategies can be developed based on different patterns of search behaviour. | Chapter 4 Information Search Nature of information search Key types and sources of information The difference between evoked, inept and inert sets of brands Why consumers engage in information search How the Internet is used as an information source Factors that affect the amount of external information search What marketing strategies can be developed based on different patterns of search behaviour 4– The following aspects will be discussed in relation to information search. Information Search Internal search versus external search Ongoing search or exploratory research 4– Following problem recognition, consumers may engage in varying degrees of internal and/or external search, depending on the type of purchase. (See pages 89–90.) Ongoing search or exploratory research. (Note definitions on page 90.) Suggesting Evaluative Criteria that Match the Brand’s Strengths See page 92 for details. Information Search in Consumer Decisions Explicit external information search after problem recognition is limited. This emphasises the need to communicate effectively with consumers prior to problem recognition. Characteristics of the market, the product, the consumer and the situation interact to influence the level of search. (See page 91.) Brands in Initial Awareness Set See pages 92–93. Categories of Decision Alternatives One way of considering the possibilities is to think about purchasing a television set. As an individual consumer you will not be aware of all brands of TV. The ones that you know make up the awareness set. Within these there are likely to be brands that you believe are not worthy of any further consideration—this is the inept set and these brands will be avoided. Within the others there will be brands that you will consider further—the evoked set—and the inert set: brands that you are indifferent to and would only consider as a back-up brand if the others were not available. Awareness and Evoked Sets for Various Products Most consumers, when faced | Chapter 4 Information Search Nature of information search Key types and sources of information The difference between evoked, inept and inert sets of brands Why consumers engage in information search How the Internet is used as an information source Factors that affect the amount of external information search What marketing strategies can be developed based on different patterns of search behaviour 4– The following aspects will be discussed in relation to information search. Information Search Internal search versus external search Ongoing search or exploratory research 4– Following problem recognition, consumers may engage in varying degrees of internal and/or external search, depending on the type of purchase. (See pages 89–90.) Ongoing search or exploratory research. (Note definitions on page 90.) Suggesting Evaluative Criteria that Match the Brand’s Strengths See page 92 for details. Information Search in Consumer Decisions Explicit external information search after .
