1. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–14–1 Chapter 4Information Search Nature of information search Key types and sources of information The difference between evoked, inept and inert sets of brands Why consumers engage in information search How the Internet is used as an information source Factors that affect the amount of external information search What marketing strategies can be developed based on different patterns of search behaviour

2. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–24–2 Information Search Internal search versus external search Ongoing search or exploratory research

3. 4–34–3 Suggesting Evaluative Criteria that Match the Brand’s Strengths

4. 4–44–4 Information Search in Consumer Decisions

5. 4–54–5 Brands in Initial Awareness Set

6. 4–64–6 Categories of Decision Alternatives

7. 4–74–7 Awareness and Evoked Sets for Various Products

8. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–84–8 Information Sources ImpersonalPersonal Commercial Advertising, information Salespeople Non- commercial General purpose media Social others

9. 4–94–9 Information Sources for a Purchase Decision

10. 4–10 Sources of Information for Services

11. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–11 Information Search on the Internet 2002 survey—half of Australian population online Most 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 males 73% of those with Internet at work use it every morning

12. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–12 Marketing Strategy and Information Search on the Internet Companies need to ask: – Should we have a web site? – What is the purpose of the site to be?  Information only  Company and product/service information  To actively attract customers  A shopping site

13. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–13 The Amount of External Information Search Measures used – No. of stores visited – No. of alternatives considered – No. of personal sources used – Overall or combination measures

14. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–14 Classification of Searchers Non-searchers Limited information searchers Extended information searchers

15. 4–15 Amount of External Search for Appliances

16. 4–16 Information Sources used to Select Professional Services

17. 4–17 Information Searching Behaviour

18. 4–18 Costs vs Benefits of External Search

19. 4–19 Factors Affecting External Search

20. 4–20 Factors Affecting External Search (cont.)

21. 4–21 Factors Affecting External Search (cont.)

22. 4–22 Factors Affecting External Search (cont.)

23. 4–23 Marketing Strategies Based on Information-Search Patterns

24. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–24 Strategies (in Evoked Set) Maintenance strategy – Defend against disruptive tactics – Constant activity + interest Capture strategy – Constant supply + quality – Continue limited search Preference strategy – Search locations must be anticipated, e.g. Chemists – POP + sales assistance – Know where they search

25. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–25 Strategies (not in Evoked Set) Disrupt strategy – Attention-seeking ads – Free samples or bonus encouraging trial Intercept strategy – Must attract attention – POP display – Product improvements, etc. Acceptance strategy – Advertise but don’t ‘sell’ the brand – Encourage consumer to seek information

26. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–26 Any Questions?

27. Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 4–27 Next Lecture… Chapter 5: Evaluating and Selecting Alternatives