Download Chapter 4 - McGraw Hill Higher Education

Information Search
Chapter 4
The nature of information search
The key types and sources of information
Why consumers engage in information
search
How the Internet may be used as an
information source
What marketing strategies can be
developed based on different patterns of
search behaviour
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
1
Information Search
Internal search versus external search
 Dimensions of search
degree of search
direction of search
 awareness/evoked set
 information sources
sequence of search
Determinants of search
Termination of search
Implications of strategy
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
2
Dimensions of Consumer
Search
Degree of search
how many brands are examined?
how many stores are visited?
how many attributes are considered?
how many information sources are
consulted?
how much time is spent on the search?
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
3
Dimensions of Consumer
Search (cont.)
Direction of search
which brands are examined?
which stores are visited?
which attributes are considered?
which information sources are consulted?
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
4
Dimensions of Consumer
Search (cont.)
 Sequence of search
in what order are brands examined?
in what order are stores visited?
in what order is product attribute
information processed?
in what order are information sources
consulted?
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
5
Information Sources
Commercial
Impersonal
Personal
Advertising,
Information
Salespeople
General purpose
Nonmedia
commercial
Social Others
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
6
Awareness and Evoked Sets
for Various Products
15.2
14.4
16
14
12
10
8
6
4
2
0
11.8
10.6
10.1
6.5
3.5
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3.5
1.3
h
as
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st
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hp
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6.7
6
2
D
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or
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o
5.1
3
1.6
P
ol
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et
F
as
oo
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5.4
4.2
5.6
nt
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ks
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Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
Awareness
Evoked
7
Total Information-seeking
Behaviour
Search Behaviour
Katona Newman Claxton
Kiel
Urbany, Freiden
&
&
Fry &
&
Dickson
&
Mueller Staelin
Portis Layton
&
Goldsmith
(1955)* (1972)* (1974)* (1981)
Wilkie
(1989)#
**
(1989)*
Non-searchers
65%
49%
65%
24%
24%
55%
Limited Information searchers
25%
38%
27%
58%
45%
38%
Extended Information
searchers
10%
13%
8%
18%
31%
7%
* American consumers, major appliance
** Australian consumers, cars
# American consumers, professional services
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
8
Categories of Decision Alternatives
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
9
Information Sources for a Purchase Decision
Insert Figure 4.5 3/e (full slide)
Information Search in
Consumer Decisions
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
11
Perceived Costs and
Benefits of Consumer
Search Guide Search Effort
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
12
Marketing Strategies
Based on Information
Search Patterns
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
13
Factors Affecting External Search
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
14
Factors Affecting External
Search (cont.)
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
15
Factors Affecting External
Search (cont.)
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
16
Factors Affecting External
Search (cont.)
Copyright  2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins
17