3 Information Search and Evaluation

Unit – 3 Information Search and Evaluation
1. Nature of information search: internal and external search and active and passive
search
Internal search refers to the process of searching for information within an individual's
own memory or knowledge. This can involve recalling past experiences or information
that has been learned, or generating new ideas or solutions based on this stored
knowledge.
External search, on the other hand, refers to the process of seeking information from
external sources, such as through online searches, consulting with friends or experts, or
reading reviews or other information provided by the manufacturer or seller.
Active search refers to the process of actively seeking out information about a product or
service, such as through online searches, consulting with friends or experts, or reading
reviews or other information provided by the manufacturer or seller. Active search is
typically more deliberate and purposeful, and may involve a higher level of effort and
time investment on the part of the consumer.
Passive search, on the other hand, refers to the process of passively encountering
information about a product or service, such as through advertising, word-of-mouth
recommendations, or simply seeing the product in a store. Passive search is typically less
intentional and may require less effort and time on the part of the consumer.
2. Types of Information sought by consumers:
a. Evaluative criteria
b. Alternatives available
c. Alternative characteristics
Evaluative criteria refer to the specific factors that a consumer considers when evaluating
different products or services. These criteria may vary depending on the individual and
the specific product or service being evaluated, but common evaluative criteria include
price, quality, features, convenience, brand reputation, and customer service.
Alternatives available refer to the range of options that are available to a consumer when
making a purchasing decision. This may include different brands, models, or types of
products or services that are available in the market.
Alternative characteristics refer to the specific features or attributes of each alternative

that the consumer is considering. These characteristics may include things like price,
quality, functionality, and any other factors that are important to the consumer.
3. Sources of Consumer Information
Consumers may use a variety of sources to gather information when making purchasing
decisions. Some common sources of consumer information include:
Personal experience: Consumers may rely on their own past experiences with a product or
service to inform their purchasing decisions.
Word-of-mouth recommendations: Consumers may seek recommendations from friends,

family, or colleagues when making a purchase.
Advertising: Consumers may encounter advertising for products or services through various
channels, such as television, radio, print, or online.
Online reviews and ratings: Consumers may read online reviews or ratings from other
customers to gather information about a product or service.
Manufacturer or seller websites: Consumers may visit the websites of manufacturers or

sellers to learn more about a product or service.
Consultants or experts: Consumers may consult with experts or professionals, such as
salespeople or customer service representatives, to gather information about a product or
service.
Comparison shopping: Consumers may compare the features and prices of different products
or services in order to make an informed decision.
4. Information search in the Internet

The internet has become an increasingly important source of information for consumers,
and many people use it to gather information when making purchasing decisions.
There are several ways that consumers may conduct an information search on the
internet:
a. Search engines: Consumers may use search engines, such as Google or Bing, to find
information about a product or service by entering relevant keywords.
b. Social media: Consumers may use social media platforms, such as Facebook, Twitter, or
Instagram, to find information about a product or service, or to ask for recommendations
from friends or followers.
c. Online reviews and ratings: Consumers may read online reviews or ratings from other
customers to gather information about a product or service.
d. Manufacturer or seller websites: Consumers may visit the websites of manufacturers or
sellers to learn more about a product or service.
e. Comparison shopping websites: Consumers may use comparison shopping websites,
such as PriceGrabber or Shopzilla, to compare the features and prices of different
products or services.
5. Marketing strategy in Information search
In the context of consumer behavior, information search plays a crucial role in the
decision-making process, and marketers and companies can use various strategies to
influence and shape this process. Some potential strategies for marketing in the context of
information search include:
a. Optimizing for search engines: By optimizing their websites and online content for
search engines, companies can make it easier for consumers to find information about
their products or services through search engines. This may involve using relevant
keywords, creating high-quality content, and ensuring that the website is mobile-
friendly and easy to navigate.
b. Leveraging social media: Companies can use social media platforms, such as
Facebook, Twitter, and Instagram, to reach and engage with consumers and provide
them with information about their products or services. This may involve creating
social media profiles, posting regular updates, and responding to customer inquiries or
comments.
c. Encouraging online reviews and ratings: By encouraging customers to leave
reviews and ratings on their websites or third-party review platforms, companies can
provide potential customers with valuable information about their products or
services.
d. Providing detailed product information: By providing detailed product information
on their websites and in other marketing materials, companies' can help consumers
make informed purchasing decisions. This may include information about features,
benefits, pricing, and availability.
e. Offering comparison tools: Companies can offer comparison tools, such as product
comparison charts or calculator tools, to help consumers compare different products or
services and make more informed decisions.
By implementing these and other marketing strategies, companies can help shape the
information search process and influence the purchasing decisions of their customers.

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Unit – 3 Information Search and Evaluation

2. Types of Information sought by consumers:

Alternative characteristics refer to the specific features or attributes of each alternative

3. Sources of Consumer Information

Word-of-mouth recommendations: Consumers may seek recommendations from friends,

Manufacturer or seller websites: Consumers may visit the websites of manufacturers or

4. Information search in the Internet

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