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  • On-Going / Per-Purchase: Nature of Information Search

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    Naresh Hariyani
    14 views9 pages
    This document discusses factors related to consumer information search when making purchase decisions. It outlines the nature of information search as ongoing and internal/external. Types of information sought include evaluation criteria, alternative solutions, and product performance levels. Evaluation criteria can include the number of criteria, their relative weights, and whether they are functional or emotional. The document also discusses appropriate alternative solutions and their attributes, sources of information, search strategies, and determinants of the amount of search required. It provides strategies for brands based on their position in a consumer's evoked set.

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    CB

    Original Title

    Cb Decision Making

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    This document discusses factors related to consumer information search when making purchase decisions. It outlines the nature of information search as ongoing and internal/external. Types of information sought include evaluation criteria, alternative solutions, and product performance levels. Evaluation criteria can include the number of criteria, their relative weights, and whether they are functional or emotional. The document also discusses appropriate alternative solutions and their attributes, sources of information, search strategies, and determinants of the amount of search required. It provides strategies for brands based on their position in a consumer's evoked set.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    14 views9 pages

    On-Going / Per-Purchase: Nature of Information Search

    Uploaded by

    Naresh Hariyani
    This document discusses factors related to consumer information search when making purchase decisions. It outlines the nature of information search as ongoing and internal/external. Types of information sought include evaluation criteria, alternative solutions, and product performance levels. Evaluation criteria can include the number of criteria, their relative weights, and whether they are functional or emotional. The document also discusses appropriate alternative solutions and their attributes, sources of information, search strategies, and determinants of the amount of search required. It provides strategies for brands based on their position in a consumer's evoked set.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 9

    Nature of information search

    on-going / per-purchase
    Internal / external
    Active / passive
    Extended / limited

    Types of information sought


    (1)Appropriate evaluation criterion
    (2)Appropriate alternative solutions
    (3)Appropriate performance levels of the product

    The evaluation criterion

    Number of such criterion


    Relative weight of each
    Functional or emotional

    Two questions:

    Do people buy rationally?


    Can I add a new dimension/ criterion?

    Appropriate alternatives
    All Alternatives

    Awareness set

    Choice set

    unawareness set

    inept set

    Brand purchased

    inert set

    not purchased

    how can I fit in and remain in the evoked set of majority of my

    target market? (TOMR RESAERCHES)


    Can i graduate from inept or inert set to evoked set by retargeting, repositioning, new product development etc?

    Attributes of alternatives
    Customer choice progresses and screens information in any of the following
    two patterns:
    Choice by processing the brands
    Choice by processing the attributes
    Points to ponder
    weak existing brands/ new brands/ new categories should push towards
    rational attribute positioning

    strong brands should keep on renewing the emotional brand promise


    To help brand based processing

    The elements of information search


    1. Source of information

    2. Search strategies

    3. Determinants of the amount of search required

    Source of information
    Internal

    external

    Acquired

    acquired

    sources
    Actively

    passively

    Past
    Searches

    personal
    sources

    personal
    experience

    independent market
    sources
    sources

    others

    Search strategies
    Extensive or limited
    Systematic or heuristics
    Determinants of the amount of information search:
    perceived risk
    Involvement
    Familiarity with : brand, promoter, outlet, other brands, price points
    Experience: delight or dejection
    Time pressure
    Relative brand uncertainty
    Functional vs expressive nature of product: information processing mode
    vs.
    affective choice mode
    Information overload

    Position
    Of the brand

    nominal
    decision making

    limited
    decision making

    Brand in the
    Evoked set

    MAINTAIN
    strategy

    CAPTURE
    strategy

    Brand not in
    The evoked set

    DISRUPT
    strategy

    INTERCEPT
    strategy

    extended
    decision making

    PREFERNCE
    strategy

    BUILD ACCEPTANCE
    strategy

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