Information Search and
Alternative Evaluation and
Selection
Cecia Rahmadani
Mira Farina K D
Nungki Asri Saraswati
Ryan Hegar S
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INFORMATION SEARCH
• Nature of Information Search
- Internal Search
Long-term memory search to
determine if a satisfactory solution is
known.
- External Searches
If resolution is not achieved through
the internal search, then the search
process is focused on relevant
external information.
• Type of Information Sought
1. Appropriate evaluation criteria
2. The existence of various
alternative
3. Performance of each alternative on
each criterion evaluative
• Evaluative criteria
One potential goal of both internal and external search is
determining the appropriate evaluation criteria.
• Appropriate alternative
1. Which begs the consideration set or the set contains
the brand or product to be evaluated.
2. Incompetent set consists of brands found really worthy
of further consideration.
3. Contains a lazy consumer brand aware but basically
indifferent to.
• Characteristics of alternative
1. To choose among brands in the evoked set, consumers
compare them to the relevant evaluative criteria.
2. This process requires the consumer to gather
information about each brand in each of the relevant
evaluative criteria.
Sources of Information
Five main sources of information available to
consumers:
• Memory of the past searches, personal
experiences, and low-involvement learning.
• Private sources, such as friends, family, and
others.
• Independent sources, such as magazines,
consumer groups, and government agencies.
• Marketing Resources, such as sales force,
website, and advertising.
• Experiential sources, such as inspection or
product trial
Finding Information on the Internet
• Internet affects searches.
• Gives increased speed and efficiency
for a wide range of information.
• The search is more efficient and
better decisions can produce.
• However, information overload can
also occur.
• Number of External Information
Search
• Number of External Information
Search
• Classification search
Costs vs. benefits of external search
• Market characteristics
Market characteristics include the number of
alternatives, price range, store distribution, and
information availability.
• Product Characteristics
Product differentiation is associated with greater
external search and positive product tend to engender
search greater search than negative products.
• Characteristics of Consumers
A variety of consumer characteristics affect
perceptions of search costs and benefits.
• Consumer Perception of Risk
Associated with unsatisfactory product performance
increases information search.
• Characteristics Situation
Marketing Strategies Base on
Information Search Patterns
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
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
ALTERNATIVE EVALUATION AND
SELECTION
• How Consumers Make Choices
Three types of consumer choice processes:
1. Affective Choice
2. Attitude-Based Choice
3. Attribute-Based Choice
• Evaluation Criteria
- Nature of Evaluative Criteria
- Measurement of Evaluative Criteria
- Determination of Which Evaluative Criteria Are Used
- Determination of Consumers’ Judgments of Brand
Performance on Specific Evaluative Criteria
- Perceptual Mapping of Beer Brand Perception
- Determination of Consumers’ Judgments of Brand
Performance on Specific Evaluative Criteria
- Determination of the Relative Importance of Evaluative
Criteria
•
•
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Individual Judgment and Evaluative Criteria
Accuracy of Individual Judgments
Use of Surrogate Indicators
Decision Rules for Attribute-Based Choices
Conjunctive Decision Rule
Disjunctive Decision Rule
Elimination-by-Aspects Rule
Lexicographic Decision Rule
Compensatory Decision Rule