SEARCH AND EVALUATION

The term SEARCH refers to mental as well

as physical information seeking and
processing activities which one engages in to
facilitate decision making regarding some
goal-object in the marketplace.

SEARCH MAY CATEGORIZED:

Pre purchase search: If the consumer has recognized

a problem, then pre purchase search would be engaged
in.

Ongoing search: This is characterized as search

activities independent of specific needs or decisions;
that is, it does not occur in order to solve a recognized
and immediate purchase problem. Thus if a consumer
were searching with an interest in a product but with
no demand for the product, the search would be

A FRAMEWORK FOR CONSUMER

INFORMATION SEARCH
Pre purchase search

Ongoing search

Determinants.
- Involvement with the
product
- Involvement in the
purchase
- Market environment
- Market environment - Situational factors.
- Situational factors.
Motives - To make
better purchase
decisions.

Build a bank Experience

of information fun and
For future use pleasure

Outcomes
- Increased product and
market knowledge
- Increased product &
leading to
market knowledge
- Future buying
efficiencies.
- Personal influence
- Better purchase
- Increased impulse
decisions
buying
- Increased satisfaction
- Increased
from
search,
and
other
satisfaction with the
outcome.
purchase outcome.

Internal search: It is a mental process of

recalling and reviewing information stored in
memory that may relate to the purchase situation
External search: This refers to the process of
obtaining information from advertisement,
friends, salespeople, store, displays, etc.

Types and sources of information

Consumer gain information from three major area:
Marketer dominated sources:- Salespeople, packaging and
other sources under the control of the marketer.
Consumer sources:- All those interpersonal communications
not under the control of the marketer.
Neutral sources:- Mass media, Govt. reports publications, etc.

FACTORS THAT INFLUENCE THE SEARCH PROCESS

Cost versus benefit of search activity

BENEFIT
- Search is the possibility to making a better
purchase decision.
Search is the sheer pleasure of the shopping
experience for many
consumer.
-

COST
Direct cost associated with
traveling to various shopping
center and parking.
Involves time.
Consumer is the resultant
delay in enjoying ownership
of product.
External search is its toll on
the consumer psyche.

Amount of external- search activity

Many studies have examined the amount of external search
that consumers actually undertake. Those who typically
engage in considerable external-search activity-the so-called
information seekers. The amount of external search that
consumers engage in varies individuals and different
purchase situations. The cost/benefit view appears to be the
most popular one.

-Market conditions:
Characteristics of the market place can have a significant
effect on external-search behavior. Availability of information,
the number of alternatives to consider, and the location of
outlets are influencing factors.
Buying strategies : Consumers often adopt various strategies
which reduce the amount of external search. Example, patterns
of brand and store loyalty can develop through purchase
experience over time.
Individual factors : Many of the consumers own
characteristics influence the degree of external-search
activity.

Situational factors : A number of factors unique to the

specific situation can also influence external search.
Search may be reduced when:
1.The urgency of a need or the amount of available time exert
pressure on purchase decision.
2.Store conditions perceived as crowded.
3.Special opportunities arise to purchase at an especially
attractive price.

Types of product :- The nature of the product has an

important influence on the amount of information seeking.
Marketers have recognized three types of products and
shipping patterns.Convenience goods, Shopping goods,
Specialty goods.
Type of store:- Type of retail store at which they shop.
Perceived risk :- Risk or uncertainty regarding the most
appropriate purchase decision. The risk involved in a purchase
decision is perceived by consumer.

TYPES OF RISK
Financial
Performance
Physical
Psychological
Social
Time loss

risk
"
"
"
"
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THE INFORMATION-EVALUATION PROCESS

After search activity consumer also actively engaged in

information evaluation.

FACTORS INELUENCING THE AMOUNT

OF EVALUATION

- The more urgent the need, the less

evaluation will take place.
- The more significant the product is to the
buyer (house, car) the greater the amount
of evaluation.
- The more complex the alternatives, the
more evaluation will take place.

RESULTS OF EVALUATION: several

possible results are:
- Outcome is for the consumer to stop searching
because he has found an acceptable product
which satisfies the problem.
- Possibility is for the consumer to discontinue
search because no acceptable product has
been identified.
- Possible outcome is for the consumer to
continue searching even though no
acceptable alternative has yet been found.

MARKETING IMPLICATION

There a number of marketing implications that flow

from this exposition of search and alternative
evaluation processes. In this section, we shall
examine some of the significant ramifications of this
process for the marketers task.

Studying the information-search process: In order for the

marketer to influence the process of search and alternative
evaluation, he first must have information about it among his
market segments. Some information processing are:-Determining sources of information:
-Warranty cards.
-In-depth research
-Determine source influence:

Influencing the consumers evoked set: It is also beneficial for

the marketer to determine whether his brand is perceived as
being in the consumers evoked, inert, or inept set.
Measuring evaluative criteria: In order for the marketer to
develop a successful Mktg. Mix, there must be an
understanding of what criteria are used by consumers in
making a purchase derision for this product, as well as how
important each criterion is, and how the consumer rates each
brand on the various criteria.