200084 Lecture Notes - Lecture 13: Seed, Conjoint Analysis, Projective Test
Chapter 13-Information search-
4.1-Understand the nature of information searches.
4.2- Know the key types and sources of information. 4.3-Understand
the differences between evoked, inept and inert sets of brands.
4.4-Know why consumers engage in information searches.
4.5Understand how the internet is used as an information source.
4.6Understand the factors that affect the degree of external
information search undertaken.
4.7Be aware of marketing strategies that can be developed based on
the different patterns of search behaviour.
4.1- internal search-use of information from memory
external search-search shift to external stimuli relevant to solving problem
External search-
the opinions, attitudes, behaviours and feelings of friends, neighbours and
relatives and from chat groups or discussion forums on the internet reviews
by other consumers or consumer organisations
-professional information provided in brochures, articles or books or on the
internet, and through personal contact
s- direct experience with the product through inspection or trial
Deliberate external searches (as well as low-involvement learning) also
occur in the absence of problem recognition. 5 An ongoing search (also
known as an exploratory search ) is undertaken both to acquire information
for later use and because the process itself can be
pleasurable.
Evaluative criteria-the features or desired characteristics of a product
required to meet the consumer’s needs;
gov agencies and consumer groups want
Appropriate alternatives-
awareness set-brand selected as appropriate alternative-
evoked set- brands that the consumer is willing to consider for the solution
of a particular consumption problem
inept set -those brands the consumer considers completely unworthy
of further consideration when attempting to solve a consumption
problem; the consumer actively dislikes the brands in this set (avoided)
inert set- those brands of which the consumer is aware, but towards which
he or she is basically indifferent (back up)
Characteristics of alternatives-
In summary, consumers engage in internal and external searches for
(1) appropriate evaluative criteria, (2) the existence of potential
solutions and (3) the characteristics of potential solutions.
4.5-Sources of info-IPIME
internal sources-memories of past searches ,personal experience and
low-involvement learning
personal sources, such as friends, family and others
independent sources, such as consumer groups and government
departments
marketing sources, such as sales staff, advertising and websites
experiential sources, such as inspection or product trial
Info searches on the internet-
4/5 houses-internet access,90% use internet
no of online info sources increasing-blogs,chat groups,discussion shopping
bots-adv. software tooks-that search net for info of product items
Info searches on mobile devices-
Mobile marketing-marketing activities conducted through a network to
which consumers connect using personal mobile devices
phone user segments- Markety strategies internet-
4,6-Degree of external info searched undertaken
MPCS
1)Market characteristics-
a)No of alternatives:greater no of alternatives-more research to find
best one
b)Price range-
3)store distribution-The number and location of, and distances between,
retail outlets affect the number of store visits a consumer will make
before purchase. Since store visits take time, energy and, in many cases,
Document Summary
4. 2- know the key types and sources of information. 4. 3-understand the differences between evoked, inept and inert sets of brands. 4. 5understand how the internet is used as an information source. 4. 6understand the factors that affect the degree of external information search undertaken. 4. 7be aware of marketing strategies that can be developed based on the different patterns of search behaviour. 4. 1- internal search-use of information from memory external search -search shift to external stimuli relevant to solving problem. External search- the opinions, attitudes, behaviours and feelings of friends, neighbours and relatives and from chat groups or discussion forums on the internet reviews by other consumers or consumer organisations. Professional information provided in brochures, articles or books or on the internet, and through personal contact s- direct experience with the product through inspection or trial. Deliberate external searches (as well as low-involvement learning) also occur in the absence of problem recognition.
