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Information Search and Evaluation

Consumers engage in information search and evaluation to make purchase decisions. They may conduct internal search by recalling stored memories or external search by obtaining information from sources like advertisements, friends, or stores. Evaluation criteria could include price, brand name, and country of origin. Consumers determine their awareness set of all known brands and evaluate alternatives in their evoked set based on important criteria to select the best option according to decision rules. Sources of information include personal contacts, commercial sources, public sources, and experiential sources from using products. Marketers must understand consumer search and evaluation behaviors to influence decisions.

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Sanjay KhaDka
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496 views

Information Search and Evaluation

Consumers engage in information search and evaluation to make purchase decisions. They may conduct internal search by recalling stored memories or external search by obtaining information from sources like advertisements, friends, or stores. Evaluation criteria could include price, brand name, and country of origin. Consumers determine their awareness set of all known brands and evaluate alternatives in their evoked set based on important criteria to select the best option according to decision rules. Sources of information include personal contacts, commercial sources, public sources, and experiential sources from using products. Marketers must understand consumer search and evaluation behaviors to influence decisions.

Uploaded by

Sanjay KhaDka
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Information Search and

Evaluation
Nature of Information Search
• Once consumers have recognized the existence of a problem, and
assuming there are no constraints preventing further behavior, they
move to next stage in the decision making process.
• The situation above illustrates how important it is to producers and
retailers to understand how consumer search for and evaluate
information on possible purchases.
Types of consumer search activities
• The term search refers to mental as well as physical information
seeking and processing activities which one engages in to facilitate
decision making regarding some goal objective in the marketplace.
• Search may be undertaken in order to find out about products, prices,
stores and so on.
• Based on its source it can be categorized as Internal or External
search.
Internal Search
• First stage after the consumer experiences problem recognition.
• Mental process of recalling and reviewing information stored in memory that
may relate to the purchase situation.
• Example: a negative comment by a friend about a movie.
• Consumer relies on attitudes, information, or past experience that have been
stored in the memory and can be recalled for application to the problem at
hand.
• The recall may be immediate or may occur slowly, as a conscious effort is made
to bring information to mind.
• Once recalled the information may be used in evaluation process as consumer
seeks to resolve the purchase decision.
Contd….
• The result or outcome of internal search may be that:
• Makes a decision and proceeds to engage in purchase behavior
• Is constrained by certain environmental variables
• Determines that insufficient or inadequate information exists in his memory
to make a decision now, so that external search is undertaken.
Activity

• Mention any 5 products you decided either to buy or not to buy


based on your internal search?
External Search
• This refers to the process of obtaining information from other sources
in addition to that which can be recalled from memory
• Some sources from which such information can be obtained are
advertisement, friends, salesman, store display and magazines.
Activity
• Name 3 products you bought based on the external search.
Passive and Active Search
• Active Search:
• Consumers often actively seek and selectively acquire information that has
potential usefulness for achieving their consumption goal.
• The search process in this is the internal search first and then external search.
• Consumer actively participates in the search.
• Engagement level is high
• Passive Search:
• Consumers confront and acquire in the process of living their daily life.
• Information might be stored away for a future time when the need arises.
• The engagement level is low.
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
Evaluation Criteria

• As consumer is engaged in search activity, he or she is also actively


engaged in information evaluation.
• Evaluation involves those activities undertaken by the consumer to
appraise carefully, on the basis if certain criteria, alternative solutions
to market related problems.
Evaluation of Alternatives
• Evaluation criteria
• price
• brand name
• country of origin
• Determinants of criteria
• Measurement of evaluation criteria
• identify important criteria
• perception of each product for these
• alternative performance of each product
Evaluation of Alternatives (cont.)
• Determining the alternatives
• Evaluating alternatives
• Selecting a decision rule
• Non-Compensatory
• Compensatory
• Brand strength can compensate for brand weakness.
Non-Compensatory Decision Rule
Importance of evaluation criteria to
Consumers
Types of Information Sought
Types of Information Sought
Alternative Characteristics
Awareness and Evoked Sets
for Various Products
Example
• One way of considering the possibilities is to think about purchasing a
television set. As an individual consumer you will not be aware of all
brands of TV. The ones that you know make up the awareness set.
• Within these there are likely to be brands that you believe are not
worthy of any further consideration—this is the inept set and these
brands will be avoided.
• Within the others there will be brands that you will consider further
—the evoked set—and the inert set: brands that you are indifferent
to and would only consider as a back-up brand if the others were not
available.
Sources of Consumer Information
• There are four consumer information sources.

• Personal sources (family, friends, neighbors etc.).


• Commercial sources (advertisements, salesmen, dealers).
• Public sources (mass media, consumer-rating organizations).
• Experiential sources (handling, examining, using the product).
Sources of Consumer Information
• In other words the sources of consumer information can be:
• Marketer Dominated Source: Information from salespersons, advice in retail
stores, packaging etc.
• Consumer sources: Information from interpersonal communication which is
not under the influence of marketer.
• Neutral sources: mass media, government reports and publications.
Information search in the Internet
• Information search in the Internet is a non personal source of
information search which is non marketer dominated in which a
consumer searches information regarding the subject he/she needs.
Contd….
Marketing strategy in Information Search
Activity
• Phone
• Laptop
• Television
• Motorbike/scooty
• Car

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