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Information Search Pertemuan 06

Information Search Pertemuan 06. Matakuliah : J0384 – Perilaku Konsumen Tahun : Ganjil 2007/2008. THE NATURE OF INFORMATION. Internal Search vs External search The use of information from memory is referred to as an internal search

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Information Search Pertemuan 06

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  1. Information SearchPertemuan 06 Matakuliah : J0384 – Perilaku Konsumen Tahun : Ganjil 2007/2008

  2. 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

  3. 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

  4. 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

  5. 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

  6. Evoke Set • IBM • Aplle • NEC • Awarness Set • IBM • Apple • Toshiba • Compaq • NEC • Hyundai • HP • Innner Set • Toshiba • Compaq • HP Inept Set: - Hyundai

  7. SOURCES OF INFORMATION • Memory • Personal sources • Independent sources • Marketing sources • Experiental sources

  8. MARKET CHARASTERISTIC Include : • The number of alternatives, • Price range, • Store distribution and • Information avalaibility

  9. 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

  10. PRICE RANGE The range of price amang equivalent brands in product class is major factor for stimulating external serach

  11. 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

  12. INFORMATION AVAILABILITY The availabilty of external information increases its utilization PRODUCT CHARASTERISTIC • Price level • Product differentiation • Positive products

  13. Marketing strategies based on information search patterns • Maintainance strategy • Discrupt Strategy • Intercept strategy • Preference strategy • Cceptance strategy

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