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On-Going / Per-Purchase: Nature of Information Search
On-Going / Per-Purchase: Nature of Information Search
on-going / per-purchase
Internal / external
Active / passive
Extended / limited
Two questions:
Appropriate alternatives
All Alternatives
Awareness set
Choice set
unawareness set
inept set
Brand purchased
inert set
not purchased
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
2. Search strategies
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