Two Steps Of Information Search Analysis

Register to read the introduction… * Often sufficient for frequently purchased products. * When past experience or knowledge is insufficient * The risk of making a wrong purchase decision is high * The cost of gathering information is low. | * Personal sources, such as friends and family. * Public sources, including various product-rating organizations such as Consumer Reports. * Marketer-dominated sources, such as advertising, company websites, and salespeople |

C. Alternative Evaluation: Assessing Value

* The information search clarifies the problem for the consumer by:

(1) Suggesting criteria to use for the purchase. (2) Yielding brand names that might meet the criteria. (3) Developing consumer value perception.

* A consumer's evaluative criteria represent both

* The objective attributes of a brand (such as locate speed on a portable CD player) * The subjective factors (such as prestige).

* These criteria establish a consumer's evoked …show more content…
* People do not prepare their trip in much detail. In contrast, they want to discover unexpected things. * Incidental learning seems to play a bigger role than internal learning. | * For only one product, consumer will take more time to collect information of a product and analysis in more details and intensive from lots of sources. * Information collection lasts till they ensure that this information is correct and they can make a comparison with other products. * Consumer tries to avoid unexpected situation. * Information search information tends to be stimulus-based (external)