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Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 15

CHAPTER

15

Information Search

McGraw-Hill/Irwin

Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.


PART IV: CONSUMER DECISION PROCESS

15-2


Learning Objectives

Discuss internal and external information search and their role in different decision types

L01

L01
Summarize the types of information consumers search for

L02
L02
Describe the categories of decision alternatives relating to the evoked set

L03
L03
Discuss available information sources and the role of Internet and mobile search

L04
L04
Discuss the major cost-benefit factors driving the amount of external search

L05
L05
Summarize the marketing strategies based on information search patterns

L06
L06
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Consumer Behavior In The News…
Online Video as Part of External Search!



What percent of all online videos viewed are online video ads?



5%



7%




12%



35%

Source: Advertising Age, 2011.

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Consumer Behavior In The News…
Online Video as Part of External Search!





What percent of all online videos viewed are online video ads?



5%



7%



12% - if you said 12 percent you are correct!



35%

Online video ads are an increasingly important part of online search, one form of external search.

Source: Advertising Age, 2011.

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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.

Internal Search

External Search

Search of long-term memory to determine if

If a resolution is not reached through internal search,

1.
2.
3.

then the search process is focused on relevant external

a satisfactory solution is known
what are types of potential solutions, and
ways to compare the possible solutions.

information.
Ongoing search is done to acquire information and
because the process is pleasurable.

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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 http://www.Expedia.com
differentiates its website booking from its competitors with less time
and effort!

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15-17
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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, 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)?

15-20


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

Firms use various incentive techniques to encourage repeat traffic

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Mobile Search

Mobirati
19%

Mobile

Basic Planne rs

Professionals
20%

17%

Experian
Mobile Phone
Segments

Pragm atic
A dopte rs

Social
Conne ctors 22%

22%

15-24


Applications in Consumer Behavior

The Ford ad shows how mobile
marketing efforts are used as an
outlet to build awareness and
excitement.

Courtesy Ford Motor Company

15-25


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