information search and alternative evaluation and selection cecia rahmadani115020207111040 mira...

Information Search and Alternative Evaluation

and Selection

Cecia Rahmadani 115020207111040Mira Farina K D 115020207111031Nungki Asri Saraswati115020207111052Ryan Hegar S 115020207111015

INFORMATION SEARCH

• Nature of Information Search- Internal Search

Long-term memory search to determine if a satisfactory solution is known.

- External SearchesIf resolution is not achieved through the internal search, then the search process is focused on relevant external information.

• Type of Information Sought1. Appropriate evaluation criteria2. The existence of various alternative3. Performance of each alternative on each criterion evaluative

• Evaluative criteriaOne potential goal of both internal and external search is determining the appropriate evaluation criteria.

• Appropriate alternative1. 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 alternative1. 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 characteristicsMarket characteristics include the number of alternatives, price range, store distribution, and information availability.

• Product CharacteristicsProduct differentiation is associated with greater external search and positive product tend to engender search greater search than negative products.

• Characteristics of ConsumersA variety of consumer characteristics affect perceptions of search costs and benefits.

• Consumer Perception of RiskAssociated 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 ChoicesThree types of consumer choice processes:1. Affective Choice2. Attitude-Based Choice3. 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

• 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