CHAPTER 15

Information
Search

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 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
 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.

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 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

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Types of Information Sought
Information Search

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Types of Information Sought

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 Types of Information Sought
Example of Decision Alternatives for Laptop Computers

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 Sources of Information

Five primary sources of information available to consumers:

 Memory of past searches, personal experiences, and low-
involvement 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

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Sources of Information

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 Sources of Information

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

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 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
salesperson’s role.

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Sources of Information
Internet Search Activities

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 Video Application

The following Video Clip demonstrates

how Expedia.com differentiates its
website booking from its competitors
with less time and effort!

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 Sources of Information
The Nature of Search Using Online Search Engines

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 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
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 Sources of Information
Information Search on the Internet
Three major strategic issues marketers face regarding the
Internet’s 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)?

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 Sources of Information
Driving Information to Consumers

 Banner ads

 Permission-based e-mail

 Social media

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 Sources of Information
Driving Consumers to a Firm’s 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.

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 Sources of Information
Driving Consumers to a Firm’s 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

The McGraw-Hill Companies, Inc./Jill Braaten, photographer

Firms use various incentive

techniques to encourage repeat traffic
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Mobile Search

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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

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 Costs vs. Benefits of External Search

 Market Characteristics

 Product Characteristics

 Consumer Characteristics

 Situation Characteristics

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Costs vs. Benefits of External Search

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 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

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Marketing Strategies Based on
Information Search Patterns

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