Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Information Search
Pertemuan 06
THE NATURE OF INFORMATION
Internal Search vs External search
• The use of information from memory is referred to as
an internal search
• If a resolution is not reached throuht internal
research, than the search process is focused on
external stimuli relevan to solving the problem
This is called : External Search
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TYPE OF INFORMATION SOUGHT
• The appropriate evaluative criteria for the solution of
a problem
• The existence of various alternative solutions
• The performance level of the charasterstic of each
alternative solution on each evaluative criterion
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EVALUATIVE CRITERIA
• Suppose you are given money buy a personal
computer.
• Whats features do I want in acomputer? You would
engaged ininternal serach to determine the features.
• These desired charasteristic are called : Evaluative
Criteria
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APPROPRIATE ALTERNATIVES
Searching for appropriate alternative criteria, you would
probably seek appropriate alternatives – in this case
brands or posibly stores.
Again you will starting with an internal search
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Evoke Set
-IBM
- Aplle
- NEC
Awarness Set
-IBM
- Apple
- Toshiba
- Compaq
-NEC
-Hyundai
-HP
Innner Set
-Toshiba
- Compaq
- HP
Inept Set:
- Hyundai
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SOURCES OF INFORMATION
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Memory
Personal sources
Independent sources
Marketing sources
Experiental sources
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MARKET CHARASTERISTIC
Include :
• The number of alternatives,
• Price range,
• Store distribution and
• Information avalaibility
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NUMBER OF ALTERNATIVES
The grater number of alternatives : products, stores,
brandsavailable to resolve a particular problem the
more external search there is likely to be
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PRICE RANGE
The range of price amang equivalent brands in product
class is major factor for stimulating external serach
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STORE DISTRIBUTION
The number and location of and distances between reatil
stores in the market affect the the number of store
visits a customer will make before purchase
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INFORMATION AVAILABILITY
The availabilty of external information increases its
utilization
PRODUCT CHARASTERISTIC
• Price level
• Product differentiation
• Positive products
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Marketing strategies based
on information search patterns
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Maintainance strategy
Discrupt Strategy
Intercept strategy
Preference strategy
Cceptance strategy
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