Bài giảng Consumer Behaviour - Chapter 4 Information Search

Chapter 4 Information SearchNature of information searchKey types and sources of informationThe difference between evoked, inept and inert sets of brandsWhy consumers engage in information searchHow the Internet is used as an information sourceFactors that affect the amount of external information searchWhat marketing strategies can be developed based on different patterns of search behaviour1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsInformation SearchInternal search versus external searchOngoing search or exploratory research2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSuggesting Evaluative Criteria that Match the Brand’s StrengthsInformation Search in Consumer DecisionsBrands in Initial Awareness SetCategories of Decision AlternativesAwareness and Evoked Sets for Various ProductsInformation SourcesImpersonalPersonalCommercialAdvertising,informationSalespeopleNon-commercialGeneral purpose media Social others8Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsInformation Sources for a Purchase DecisionSources of Information for ServicesInformation Search on the Internet2002 survey—half of Australian population onlineMost important reasons for ‘surfing’ were: ‘to look for information’ (40%)‘leisure’ (19%)’to shop’ (18%)Internet is the most popular information source for students (2003 survey)Over half of e-shoppers are women, taking over from males73% of those with Internet at work use it every morning11Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMarketing Strategy and Information Search on the InternetCompanies need to ask:Should we have a web site?What is the purpose of the site to be?Information onlyCompany and product/service informationTo actively attract customersA shopping site12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Amount of External Information SearchMeasures usedNo. of stores visitedNo. of alternatives consideredNo. of personal sources usedOverall or combination measures13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsClassification of SearchersNon-searchersLimited information searchersExtended information searchers14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAmount of External Search for AppliancesInformation Sources used to Select Professional ServicesInformation Searching BehaviourCosts vs Benefits of External SearchFactors Affecting External Search Factors Affecting External Search (cont.)Factors Affecting External Search (cont.)Factors Affecting External Search (cont.)Marketing Strategies Based on Information-Search PatternsStrategies (in Evoked Set)Maintenance strategyDefend against disruptive tacticsConstant activity + interestCapture strategyConstant supply + qualityContinue limited searchPreference strategySearch locations must be anticipated, e.g. ChemistsPOP + sales assistanceKnow where they search24Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsStrategies (not in Evoked Set)Disrupt strategyAttention-seeking adsFree samples or bonus encouraging trialIntercept strategyMust attract attentionPOP displayProduct improvements, etc.Acceptance strategyAdvertise but don’t ‘sell’ the brandEncourage consumer to seek information25Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAny Questions?26Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNext Lecture Chapter 5:Evaluating and Selecting Alternatives27Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins