Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Chapter 4 Information Search
Document related concepts
Transcript
Chapter 4: Information search Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-1 Information search An important stage of consumer decision making Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-2 Chapter 4: Information search • Nature of information search • Key types and sources of information • Difference between evoked, inept and inert sets of • • • • brands Why consumers engage in information search? Internet as an information source Factors that affect the amount of external information search Marketing strategies based on different patterns of search behaviour Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-3 Information search Internal versus external search Internal search • Use of information from memory External search • • The method used if a resolution to a problem is not reached through the search process The search process is focused on external stimuli relevant to solving the problem Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-4 Information search Ongoing search or exploratory research • Search for information conducted to acquire information for later use • Because the process itself is pleasurable Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-5 Information search in consumer decisions Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-6 Suggesting evaluative criteria that match the brand’s strengths Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-7 Brands in initial awareness set Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-8 Categories of decision alternatives Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-9 Awareness and evoked sets for various products Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-10 Information sources Impersonal Personal Commercial advertising, information salespeople Noncommercial general purpose media social others Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-11 Information sources for a purchase decision Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-12 Sources of information for services Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-13 Information search on the internet • 2006 survey – 64.5% of Australian population • • • • online About 35-75% increase in online use Internet is the most popular information source for students (2003 survey) Over half of e-shoppers are women, taking over from males 73% of those with Internet at work use it every morning Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-14 Marketing strategy and information search on the internet Companies need to ask: – Should we have a website? – What is the purpose of the site? Information only Company and product/service information To actively attract customers A shopping site Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-15 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 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-16 Amount of external search for appliances Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-17 Classification of searchers • Non-searchers • Limited information searchers • Extended information searchers Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-18 Information sources used to select professional services Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-19 Costs vs benefits of external search Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-20 Factors affecting external search Influencing factor Increasing the factor causes search to: 1. Market characteristics a) No. of alternatives Increase b) Price range Increase c) Store distribution Increase d) Information availability Increase i) Advertising ii) POP Displays iii) Sales personnel iv) Packaging v) Experienced consumers vi) Independent sources Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-21 Newspaper ads increase readers’ awareness of sales and in-store promotions Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-22 Factors affecting external search (cont) Influencing factor Increasing the factor causes search to: 2. Product characteristics a) Price Increase b) Differentiation Increase c) Positive products Increase Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-23 Factors affecting external search (cont) Influencing factor Increasing the factor causes search to: 3. Consumer characteristics a) Learning and experience Decrease b) Shopping orientation Mixed c) Social status Increase d) Age, gender, household lifecycle Mixed e) Product involvement Mixed f) Perceived risk Increase Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-24 Factors affecting external search (cont) Influencing factor Increasing the factor causes search to: 4. Situational characteristics a) Time availability Increase b) Purchase for self Decrease c) Pleasant surroundings Increase d) Social surroundings Mixed e) Physical / mental energy Decrease Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-25 Marketing strategies based on information-search patterns Target market decision making pattern Habitual decision making Brand position (no search) Limited decision making (limited search) Brand in evoked set Brand in not evoked set Habitual decision making (extensive search) Maintenance strategy Capture strategy Preference strategy Disrupt strategy Intercept strategy Acceptance strategy Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-26 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 Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-27 Firms use a capture strategy when the brand is within the market’s evoked set. Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-28 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 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-29 Firms engage in a disrupt strategy to disturb the habitual decision process of competitor’s customers Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-30 Summary • What is the nature of information search? • Key types and sources of information? • Difference between evoked, inept and inert sets of • • • • brands Why consumers engage in information search? How is the internet used as an information source? What factors affect the amount of external information search? How can marketing strategies be based on different patterns of search behaviour? Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-31 Next Lecture Chapter 5: Evaluating and selecting alternatives Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 4-32
