Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 15

Discuss internal and external information search and their role in different decision typesSummarize the types of information consumers search for Describe the categories of decision alt

CHAPTER 15

Information

Search

PART IV: CONSUMER DECISION PROCESS

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

Online Video as Part of External Search!

 What percent of all online videos viewed are

online video ads?

 5 %

 7%

Source: Advertising Age, 2011.

Consumer Behavior In The News…

15-4

Online Video as Part of External Search!

 What percent of all online videos viewed are

online video ads?

Consumer Behavior In The News…

Ongoing search is done to

acquire information and because the process is pleasurable.

Consumers continually recognize problems and opportunities,

so internal and external searches for information to solve

these problems are ongoing processes.

15-6

The Nature of Information Search

Consumer decisions require information about:

 Appropriate evaluative criteria

 The existence of various alternatives

 Performance of each alternative on each evaluative

criterion

Types of Information Sought

Information Search

15-8

Types of Information Sought

Types of Information Sought

Example of Decision Alternatives for Laptop Computers

15-10

Types of Information Sought

 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

Five primary sources of information available to consumers:

Sources of Information

Sources of Information

Sources of Information

Internet Search Activities

Sources of Information

The following Video Clip demonstrates

differentiates its website booking from

its competitors with less time and effort!

15-16

Video Application

The Nature of Search Using Online Search Engines

15-18

Sources of Information

Economic considerations are a major motivator of online

search

Information overload is a challenge.

Comparison shopping sites use Bots or shopping bots, to

help consumers in their search and decision making

Information Search on the Internet

Sources of Information

Three major strategic issues marketers face regarding the

Internet’s role in information search and decision making:

Information Search on the Internet

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)?

15-20

Sources of Information

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

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

Driving Consumers to a Firm’s Information

15-22

Sources of Information

Consumers need ongoing

incentives to return such as:

• product-related news features

• user-related discussion

forums

• updates on new products

Website design is also critical Ongoing and repeat traffic

requires relevant and frequently updated content

Driving Consumers to a Firm’s Information

Sources of Information

Mobile Search

Experian Mobile Phone Segments

Mobirati 19%

Mobile Professionals 17%

Social Connectors 22%

Pragmatic Adopters 22%

Basic

Planners

20%

The Ford ad shows

Mobile Search and Marketing Strategy

 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

Amount of External Information Search

Costs vs Benefits of External Search

1 The type of decision influences the level of search,

and

2 The nature of the evoked set influences the

direction of the search

Sound marketing strategies take into account the nature of

information search prior to purchase.

Two dimensions of search are particularly appropriate:

15-30

Marketing Strategies Based on Information Search Patterns

Marketing Strategies Based on

Information Search Patterns