Jul 022012
 

In this activity, you need to determine what factors influence the consumer to proceed through the information search phase of the decision process. In some purchase situations, this phase is optional, or the amount of information required varies, depending upon the consumer’s purchase involvement. Therefore, your task here is to  determine (from each of the two choices listed) what would lead the consumer to extend (increase) his/her information search efforts.

 

ACTIVITY/TASK

Choose the appropriate column that would result in the consumer increasing his/her level of information search:

1 Prior product knowledge/experience

HIGH

LOW

2 Any previous purchase dissatisfaction?

YES

NO

3 Like to switch brands?

YES

NO

4 Like to shop?

YES

NO

5 Amount to be saved by shopping around

HIGH

LOW

6 Perceived differences in products/brands

HIGH

LOW

7 Amount of time on hands

HIGH

LOW

8 Ability to get information

EASY

HARD

9 Level of risk in purchase

HIGH

LOW

10 Visibility of product to others

PUBLIC

PRIVATE

 

QUESTIONS

  1. Determine which of the options would increase the extent of information search (from the above table).
  2. What sources do consumers primarily rely upon for their external information search?
  3. What product categories would you expect to have a relatively long/detailed information search phase? What sort of products would an external information phase be generally not required?
  4. Do you expect a correlation between product involvement and the consumer’s need for information search?
  5. Given that some consumers will proceed through this phase, what actions should firms take to take advantage of this process?

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