Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 15
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CHAPTER
15
Information Search
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
PART IV: CONSUMER DECISION PROCESS
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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
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)?
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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%
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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
