Decision-making process

01 02 03 04 05

Problem Information Alternative Post-purchase

Purchase
recognition search evaluation evaluation
Low-involvement
purchase

norminal No dissonance
Selective Limited internal
Purchase
decision making Very limited evaluation

Few attributes
limited external No dissonance
Generic Simple decision rules Purchase
decision making Limited Internal Limited evaluation
Few alternatives

Many attributes
extended external Dissonance
Generic Complex decision rules Purchase
decision making Internal Complex evaluation
Many alternatives

High-involvement
purchase
Session 9

INFORMATION
SEARCH
Presented by Group 3
Contents

01 Types of search 04 Mobile Search

02 Consideration set 05 Internet Search

03 Types of info sources 06 Marketing Strategies

Session 9 - Group 3
0.1 Type of search About

Type of problem

Routine Depletion Occasional Unexpected

problems problems problems problems

Consumers continually recognize problems and opportunities, so

internal and external searches for information to solve these
problems are ongoing processes.
 Internal
search
Use of what is inside the consumer’s
mind.
Search of long-term memory to
determine if:
a satisfactory solution is known
what are characteristics/type of
potential solutions
appropriate ways to compare the
possible solutions.
Session 9 - Group 3
External
search
Actively seeking information for various
sources.
With problem recognition:
Involves independent sources, personal
sources, marketer-based information,
and product experience
No problem recognition:
Ongoing search is done to acquire
information for later use and because
the process is pleasurable.
0.1 Type of search Session 9 - Group 3

The initial internal search generally produces a set of guides or decision constraints
that limit and guide external search.

norminal internal
decision making information search
Internal information tends to dominate.

internal
limited
limited external external search can play a moderate role
decision making
information search in some instances.

external
extended
internal external search tends to dominate.
decision making
information search

Purchase involvement, and the amount of external search, increases as consumers move from
nominal decision making to extended decision making.
2.CONSIDERATION
SET
Internal search

A consideration set (an evoked set) is the

brands or products left after a person has
narrowed down their choices based on their
own personal screening criteria, such as
previous exposure, brand awareness, price,
and more.
The awareness set was always

larger than the evoked set.

The evoked set for some categories

were basically one brand =>

nominal decision-making is the

norm.

The evoked sets for some

categories were somewhat large,

but that may be due to variety

seeking.
 HP
I want to buy a new
Sony Apple laptop

Lenovo Dell
 EVOKED SET
DELL
APPLE
AWARENESS SET

LENOVO
INERT SET
DELL
LENOVO
HP
SONY
APPLE

SONY
INEPT SET
HP

To choose among the brands in the evoked set, the consumer compares them to relevant
evaluative criteria. This process requires the consumer to gather information about each brand
on each pertinent evaluative criterion.
Session 9

Sources of
Information .3
Presented by Group 3
 5 Primary sources of information

01 02 03

Memory Personal Independent

sources sources

04 04

Marketing Experiental
Wardiere Inc. sources sources
 External & Internal
sources of information

Wardiere Inc.
Session 9

Mobile
search .4
Presented by Group 3
5 Segments of mobile phone users
SEGMENT Who Trend high on

younger, grew up with cell phones, phone interest in services to use phone to buy in store,
Mobirati accepting ads if get value in return, using
central to life information to decide social activities

Mobile both younger and older, use phone for wanting features beyond just calling, and on using
Professionals business and personal life phone in many ways to get information they need

Social younger, communication is key, mobile feeling that text messages are just as meaningful
Connectors device helps them connect socially as a “real” conversation, and feeling that their
phone connects them to their social world

Pragmatic older, cell phones came later in their live

Learning to use beyond just calling
Adopters

Basic older, not into mobility or technology using cell phone only for emergencies and only for
Planners basic calling.
 Marketing strategy & Mobile search
Local mobile search:is defined as searches for information from a mobile device
pertaining to the current (or future planned) geographic location of a consumer.
Session 9

INTERNET
SEARCH 05
INTERNET SEARCH
Internet is a Major Search Avenue
Online information is expected.
Online information boosts offline sales.
Online sources are viewed as valuable.
Online sources reduce the salesperson’s role.

=> Traditional media can be effective at guiding consumers’

information search activities to company websites

Spotify Thailand's OOH Billboard with QR code

INTERNET SEARCH

sources of some form of information

play a role in the information search

and acquisition process
INTERNET SEARCH
The Nature of Search Using Online Search Engines

Brand only: retailer’s brand

Generic: general product-related terms
Brand-item: brand plus generic

=> Generic searches happen early on in the

search process (3-12 weeks prior)
=> Brand-related searches happen prior to
purchase
INTERNET SEARCH Push Marketing
Through Broadcast
Pull Marketing
Through Search

Business A Business B
Marketing Strategy and Information
Search on the Internet Pushing Pulling
message TV consumers to
onto you through
1. How can they drive their information to consumer Print search

consumers? Ads
2. How can they drive consumers to their
information? Consumers who Consumers who NEED
3. How (if at all) can online selling be utilized MAY NEED your your product/service
or integrated with existing channels? product/service & are searching
 DrIviNG information to Consumers

Permission-based
E-mail (PBE)

Banner Ads
Spam (unsolicited e-mails) is not well received
by consumers A form of advertising on the World Wide Web delivered
by an ad server
Too many Emails that lack relevance may still be
viewed as spam Attract traffic to a website by linking to the advertiser's
website
Permission-based e-mail (PBE) allows the
consumer to “opt-in” or "opt-out" from your Appropriate or targeted ad placement is helpful in
Emails increasing performance
DrIving consumers to a firm’s information
OFFLINE MEDIA (TVCs AND PRINT AD)

One avenue for calling attention to a

website
Consumers see a TV or print ad for a
product of interest, then use the Internet
(Google) to search for more information
To the next stage in the decision making
process

Chupa Chups: Sugar-free lollipops, even the ants ignore them

DrIving consumers to a firm’s information
SOCIAL NETWORKING SITES

Offer targeted advertising based on

member profiles
Increase ad performance with this
approach
Such personalized targeting features
can be extremely effective
DrIving consumers to a firm’s information
BEHAVIOURAL TARGETING

Involve tracking consumer click patterns on a Tracking to determine “healthy

website and using that information to decide on lifestyles” consumers

banner ad placement Ads for Aquafina were delivered to

The problem: Concerns over privacy and those consumers across over

transparency 4,000 websites

Result: 300% greater click-through
rate for the campaign
⇒ The perceived relevance of the
message to the target audience is a
key factor
DrIving consumers to a firm’s information
SEARCH ENGINE OPTIMIZATION (SEO)

Involve techniques designed to ensure

that a company’s web pages are
accessible to search engines and
focused in ways that help improve the
chances they will be found
Critical to Internet search success
DrIving consumers to a firm’s information
SEARCH ENGINE OPTIMIZATION (SEO)

Paid or “sponsored” listings:

Appear because of search
engine marketing (SEM)

“Organic” or natural search

results: Appear because of
factors such as relevance to
the search term
DrIving consumers to a firm’s information
WEB DESIGN

Driving ongoing and repeat traffic to a

website requires relevant and frequently
updated content
Techniques can include:
Product-related news features
User-related discussion forums
Updates on new products
Session 9

Marketing
Strategy .5
Presented by Group 3
Session 9 - Group 3

Marketing
Strategies
• The type of decision influences
the level of search
• The nature of the evoked set
influences the direction of the
search
 Marketing Strategies Based on
Information Search Patterns
Target Market Decision-Making Pattern

Position
Extended Decision
Nominal Decision Limited Decision
Making (extensive
Making (no search) Making (limited search)
search)

Brand in evoked set Maintenance strategy Capture strategy Preference strategy

Brand not in evoked set Disrupt strategy Intercept strategy Acceptance strategy

Session 9 - Group 3
 Session 9 - Group 3

Maintenance
Strategy
• Aim: keep the habit
• Reinforcement ads
• Product quality improvement,
distribution
 Session 9 - Group 3

Disrupt
Strategy
• Aim: break the habit
• attention-attracting, compare ad
• free sample, coupon, rebates, tie-in
sales, point-of purchase display
 Session 9 - Group 3

Capture
Strategy
• Evaluate few alternatives
based on limited criteria: ex:
price, availability
• Marketing: price and
distribution, target at channels
consumers search
Session 9 - Group 3

Intercept
Strategy
• Immediate intercept while
consumers search for their
familiar brands
• Marketing: Promotion discount,
point of-purchase
 Preference Acceptance
Strategy Strategy
• Detail and consistent information/ • Marketing: attention, and motivate
variety of sources them to learn about/try the brand –
• Product improvement then lead to “Preference”
• Advance product, heavy ad.

Eg: when you use Booking.com app, Eg: dyson machine

there are many filters you can
select to choose the most suitable
room you want for your vacation

Session 9 - Group 3
Session 9

THANK
KIUUUU
Presented by Group 3