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 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 Copyright ª 2004 McGrawHill Australia Pty Ltd 4–1 Information Search • Internal search versus external search • Ongoing search or exploratory research Copyright ª 2004 McGrawHill Australia Pty Ltd 4–2 Suggesting Evaluative Criteria that Match the Brand’s Strengths 4–3 Information Search in Consumer Decisions 4–4 Brands in Initial Awareness Set 4–5 Categories of Decision Alternatives 4–6 Awareness and Evoked Sets for Various Products 4–7 Information Sources Impersonal Personal Commercial Advertising, information Salespeople Noncommercial General purpose media Social others Copyright ª 2004 McGrawHill Australia Pty Ltd 4–8 Information Sources for a Purchase Decision 4–9 Sources of Information for Services 4–10 The Amount of External Information Search • Measures used – – – – No of stores visited No of alternatives considered No of personal sources used Overall or combination measures Copyright ª 2004 McGrawHill Australia Pty Ltd 4–13 Classification of Searchers • Non-searchers • Limited information searchers • Extended information searchers Copyright ª 2004 McGrawHill Australia Pty Ltd 4–14 Amount of External Search for Appliances 4–15 Information Sources used to Select Professional Services 4–16 Information Searching Behaviour 4–17 Costs vs Benefits of External Search 4–18 Factors Affecting External Search 4–19 Factors Affecting External Search (cont.) 4–20 Factors Affecting External Search (cont.) 4–21 Factors Affecting External Search (cont.) 4–22 Marketing Strategies Based on Information-Search Patterns 4–23 Strategies (in Evoked Set) • Maintenance strategy – – Defend against disruptive tactics Constant activity + interest • Capture strategy – – Constant supply + quality Continue limited search • Preference strategy – – – Search locations must be anticipated, e.g Chemists POP + sales assistance Know where they search Copyrightê2004McGrawưHillAustraliaPtyLtd 424 Strategies (not in Evoked Set) Disrupt strategy – – Attention-seeking ads Free samples or bonus encouraging trial • Intercept strategy – – – Must attract attention POP display Product improvements, etc • Acceptance strategy – – Advertise but don’t ‘sell’ the brand Encourage consumer to seek information Copyright ª 2004 McGrawHill Australia Pty Ltd 4–25 Any Questions? Copyright ª 2004 McGrawHill Australia Pty Ltd 4–26 Next Lecture… Chapter 5: Evaluating and Selecting Alternatives Copyright ª 2004 McGrawHill Australia Pty Ltd 4–27 ... Copyright ª 20 04 McGrawHill Australia Pty Ltd 4 2 Suggesting Evaluative Criteria that Match the Brand’s Strengths 4 3 Information Search in Consumer Decisions 4 4 Brands in Initial Awareness Set 4 5 Categories... brand Encourage consumer to seek information Copyright ª 20 04 McGrawHill Australia Pty Ltd 4 25 Any Questions? Copyright ª 20 04 McGrawHill Australia Pty Ltd 4 26 Next Lecture Chapter 5: Evaluating... Copyright ª 20 04 McGrawHill Australia Pty Ltd 4 14 Amount of External Search for Appliances 4 15 Information Sources used to Select Professional Services 4 16 Information Searching Behaviour 4 17 Costs vs Benefits of External Search 4 18