Whatyouwilllearn

Session 1:
Consumer behaviour and Marketing strategy

Session 2:
Cross-Cultural Variations, and Group Influence
on Consumer Behavior
Session 3:
Customer Perception

Session 8:
Article presentation
Session 9:
The Process and Problem Recognition
Session 10:
Information search
Session 11:
Alternative Evaluation, and Selection

Session 4:
Consumer learning, memory,
and product positioning

Session 12:
Post-purchase processes, customer satisfaction,
and customer commitment

Session 5:
Motivation, Personality, Emotion

Session 13:
Organizations as consumers

Session 6:
Attitudes and Influencing Attitudes

Session 14:
Group Project presentation

Session 7:
Self-concept and lifestyle

Session 15: Final exam

CHAPTER

15

Information
Search

McGraw-Hill/Irwin

Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

15-3

Learning Objectives
Discuss internal and external information search and
their role in different decision types
Summarize the types of information consumers search
for
Describe the categories of decision alternatives relating
to the evoked set
Discuss available information sources and the role of
Internet and mobile search
Discuss the major cost-benefit factors driving the
amount of external search
Summarize the marketing strategies based on
information search patterns
15-4

ConsumerBehaviorInTheNews
Online Video as Part of External Search!
What percent of all online videos viewed are
online video ads?
5%
7%
12%
35%

Source: Advertising Age, 2011.

15-5

ConsumerBehaviorInTheNews
Online Video as Part of External Search!
What percent of all online videos viewed are
online video ads?

5%

7%

12% - if you said 12 percent you are correct!

35%

Online video ads are an increasingly important part of

online search, one form of external search.

Source: Advertising Age, 2011.

15-6

The Nature of Information Search

Consumers continually recognize problems and opportunities,
so internal and external searches for information to solve
these problems are ongoing processes.

15-7

Types of Information Sought

Consumer decisions require information about:
Appropriate evaluative criteria
The existence of various alternatives
Performance of each alternative on each evaluative
criterion

15-8

Types of Information Sought

Information Search

15-9

Types of Information Sought

15-10

Types of Information Sought

Example of Decision Alternatives for Laptop Computers

15-11

Sources of Information
Five primary sources of information available to consumers:
Memory of past searches, personal experiences, and lowinvolvement learning
Personal sources, such as friends, family, and others.
Independent sources, such as magazines, consumer
groups, and government agencies
Marketing sources, such as sales personnel, websites,
and advertising
Experiential sources, such as inspection or product trial

15-12

Sources of Information

15-13

Sources of Information

Source: World Internet Usage Statistics News and World Population Stats (Bogota, Colombia: Miniwatts Marketing Group, March 2011.

15-14

Sources of Information
Internet is a Major Search Avenue

Online information is
expected.
Online information boosts
offline sales.
Online sources are viewed as
valuable.
Online sources reduce
salespersons role.

15-15

Sources of Information
Internet Search Activities

15-16

Sources of Information
The Nature of Search Using Online Search Engines

15-17

Sources of Information
Information Search on the Internet
Economic considerations are a major motivator of online
search.
Information overload is a challenge.
Comparison shopping sites use Bots or shopping bots,
bots to
help consumers in their search and decision making.

The SeaApp explains how it can help consumers find

the best deals fast!
YouTube Spotlight
15-18

Sources of Information
Information Search on the Internet
Three major strategic issues marketers face regarding the
Internets role in information search and decision making:
1. How can they drive their information to consumers?
2. How can they drive consumers to their information?
3. How (if at all) can online selling be utilized or
integrated with existing channels (Chapter 17)?

15-19

Sources of Information
Driving Information to Consumers
Banner ads
Permission-based e-mail
Social media

15-20

Sources of Information
Driving Consumers to a Firms Information
Offline Media such as print and TV.
Behavioral targeting involves tracking consumer click
patterns on a website and using that information to decide on
banner ad placement.
Search engine optimization (SEO) - techniques to ensure
that a company's web pages are accessible to search
engines and improving the chances they are found.

15-21

Sources of Information
Driving Consumers to a Firms Information
Website design is also critical. Ongoing and repeat traffic
requires relevant and frequently updated content.
Consumers need ongoing
incentives to return such as:
product-related news features
user-related discussion forums
updates on new products
Firms use various incentive
techniques to encourage repeat traffic
15-22

Mobile Search

15-23

Applications in Consumer Behavior

The Ford ad shows
how mobile
marketing efforts
are used as an
outlet to build
awareness and
excitement.

Courtesy Ford Motor Company

15-24

Mobile Search and Marketing Strategy

15-25

Amount of External Information Search

External information search is skewed toward
limited search, with the greatest proportion of
consumers performing little external search
immediately prior to purchase.
Various measures of external information search:
1. Number of stores visited
2. Number of alternatives considered
3. Number of personal sources used, and
4. Overall or combination measures

15-26

Costs vs. Benefits of External Search

Market Characteristics
Product Characteristics
Consumer Characteristics
Situation Characteristics

15-27

Costs vs. Benefits of External Search

15-28

Marketing Strategies Based on

Information Search Patterns
Sound marketing strategies take into account the nature of
information search prior to purchase.
Two dimensions of search are particularly appropriate:
1. The type of decision influences the level of search,
and
2. The nature of the evoked set influences the
direction of the search

15-29

Marketing Strategies Based on

Information Search Patterns

15-30