Lec 3

CONSUMER
BEHAVIOR
Lecture 3 – Chapter 15
Spring Semester 2024
Course Lecturer:
Dr. Sara El-Deeb
1
Chapter 15:
Consumer Decision
Process and
Information Search
Dr. Sara El-Deeb

Consumer Behavior (MRKT602)
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PART IV: CONSUMER DECISION PROCESS
Dr. Sara El-Deeb

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Learning Objectives
• Define the Nature of Information Search

1
• Discuss the types of information search

2
• Summarize the evaluative criteria that matches

3 the brand’s strengths
• Discuss SEO (Search Engine Optimization)

4
Dr. Sara El-Deeb

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Recap
Levels of Consumer Decision Making
• A lot of information needed

Extended • Must establish a set of criteria for
evaluation
• Criteria for evaluation established

Limited • Fine tuning with additional
information
• Usually make decisions based on

Nominal what they already know
• Frequent, low risk purchases
Dr. Sara El-Deeb

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Dr. Sara El-Deeb
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Information Search
Information collected by consumers

is the basis for evaluation and choice
behavior.
It is important for marketers

to know:
• Why consumers are searching
for information
• Where will they look
• What information consumers
seek
• How extensively they are
willing to search
Dr. Sara El-Deeb

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Dr. Sara El-Deeb
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The Nature of Information Search
Internal vs. External Search
Consumers continually recognize problems and opportunities,

so internal and external searches for information to solve these
problems are ongoing processes.
Internal Search External Search
Search of long-term memory If a resolution is not reached

to determine if through internal search,
1. a satisfactory solution is then the search process is
known focused on relevant external
information.
2. what are types of
potential solutions, and Ongoing search is done to
3. ways to compare the acquire information and
possible solutions. because the process is
pleasurable.
Dr. Sara El-Deeb
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Types of Information Sought
Consumer decisions require information about:
 Appropriate evaluative criteria
 The existence of various alternatives
 Performance of each alternative on each evaluative

criterion
Dr. Sara El-Deeb

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Information Search in Consumer Decisions
Dr. Sara El-Deeb

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Appropriate evaluative criteria
Dr. Sara El-Deeb

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Dr. Sara El-Deeb

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One potential • Government agencies and consumer

objective of organizations want consumers to use
sound evaluative criteria
both internal
and external • Marketers wanted consumer to use
search is the evaluative criteria that match their
brand’s strengths
determination
of appropriate • Both marketers and government
evaluative agencies provide information designed
to influence the evaluative criteria used
criteria.
Dr. Sara El-Deeb

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Suggesting evaluative criteria that match the brand’s strengths
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Appropriate Alternatives
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The Awareness set is composed of three subcategories

of considerable importance to marketers:
1. The evoked set or consideration set contains

brands or products one will evaluate.
2. The inept set consists of brands found to be

completely unworthy of further consideration.
3. The inert set contains brands for which the consumer

is aware of but basically indifferent toward.
Dr. Sara El-Deeb

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Example of Decision Alternatives for University
Dr. Sara El-Deeb

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Dr. Sara El-Deeb
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Alternative Characteristics
To choose among the brands in the evoked set, the

consumer compares them on the relevant
evaluative criteria.
This process requires the consumer to gather

information about each brand on each pertinent
evaluative criterion.
Dr. Sara El-Deeb

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Sources of Information
Five primary sources of information available to consumers:
 Memory of past searches, personal experiences, and low-

involvement learning
 Personal sources, such as friends, family, and others.
 Independent sources, such as magazines, consumer
groups, and government agencies
 Marketing sources, such as sales personnel, websites,
and advertising
 Experiential sources, such as inspection or product trial
Dr. Sara El-Deeb

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Dr. Sara El-Deeb

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Internet is a Major Search Avenue
• Online information is expected

• Online information boosts offline sales
• Online sources are viewed as valuable
• Online sources reduce salesperson’s role
Dr. Sara El-Deeb

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Internet Search Activities
Dr. Sara El-Deeb

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The Nature of Search Using Online Search Engines
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The Nature of Search Using Online Search Engines - Tips & Tricks for Effective Ads
Dr. Sara El-Deeb

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Start of Consumer
Buying Cycle
End of Consumer
Buying Cycle
Dr. Sara El-Deeb

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Google Search Console is a free service that

gives you feedback about how your website is doing
in Google search results.
It has two primary functions:

1. It monitors your performance in Google Search
results.
2. It shows you how Google “sees” your site.
Dr. Sara El-Deeb

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Information Search on the Internet
Two of the major strategic issues marketers face regarding

the Internet’s role in information search and decision
making:
1. How can they drive their information to consumers?
2. How can they drive consumers to their information?
Dr. Sara El-Deeb

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Driving Information to Consumers
 Banner ads
 Permission-based e-mail
 Opt-in
 Social media
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Driving Consumers to Firm’s Information
• Offline Media such as print and TV.
• Behavioral targeting involves tracking consumer click

patterns on a website and using that information to decide
on banner ad placement.
• Search engine optimization (SEO) - techniques to ensure

that a company's web pages are accessible to search
engines and improving the chances they are found.
Dr. Sara El-Deeb

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Driving Consumers to Firm’s Information
Paid Ad
Organic - SEO
Dr. Sara El-Deeb

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Example: Driving Consumers to Firm’s Information
Dr. Sara El-Deeb

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Dr. Sara El-Deeb

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Website design is also critical. Ongoing and repeat traffic requires

relevant and frequently updated content.
Consumers need ongoing incentives

to return such as:
• product-related news features
• user-related discussion forums
• updates on new products
Firms use various incentive techniques to

Dr. Sara El-Deeb encourage repeat traffic
35
Costs vs. Benefits of External Search
The level of external information search done by the customer is

based on:
Market Characteristics (alternatives, price differences, stores...)
Product characteristics (price levels, differentiation)
Consumer characteristics (personality, social status, age, household

life cycle, product involvement)
Situation characteristics (time, physical surroundings)
Dr. Sara El-Deeb

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Costs vs. Benefits of External Search
Dr. Sara El-Deeb

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Marketing Strategies Based on Information Search Patterns
Sound marketing strategies take into account the nature of

information search prior to purchase.
Two dimensions of search are particularly appropriate:

1. The type of decision influences the level of search, and
2. The nature of the evoked set influences the direction of
the search
Dr. Sara El-Deeb

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Dr. Sara El-Deeb

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Maintenance Strategy
If the brand is purchased habitually by the target market, the marketer’s

strategy is to maintain that behavior
This requires consistent attention to product quality, distribution, and a

reinforcement advertising strategy.
Dr. Sara El-Deeb

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Disrupt Strategy
If the brand is not part of the evoked set and the target market engages
in nominal decision making, the marketer’s first task is to disrupt the
existing decision pattern
Tactics include:
• Free samples, coupons, rebates, and tie-in sales.
• Striking package designs and point-of-purchase displays.
• Comparative advertising
Dr. Sara El-Deeb

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Capture Strategy
Limited decision making generally involves a few brands evaluated on

only a few criteria.
Brand is in evoked set
Search occurs mainly at the point-of-purchase or in readily

available media
Objective is to capture as large a share as practical
Dr. Sara El-Deeb

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Intercept Strategy
If limited decision making and brand is not part of evoked set, objective
will be to intercept the consumer during search.
Emphasis will be on local media, point-of-purchase displays, shelf

space, package design, etc.
Coupons can also be effective.
Dr. Sara El-Deeb

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Preference Strategy
Extended decision making with the brand in the evoked set requires a
preference strategy.
A simple capture strategy not likely adequate.
Instead, marketer needs to structure information so brand

becomes preferred by target market.
Dr. Sara El-Deeb

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Acceptance Strategy
Similar to preference strategy, but complicated by fact that target market is not
seeking information about the brand.
Beyond preference strategy, marketer must attract consumer attention or

motivate brand learning.
Incentives to try product, long-term advertising to enhance low-

involvement learning and use of the Internet are useful for gaining
acceptance.
Dr. Sara El-Deeb

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Due Next Week
Quiz 1:
• Lectures 1, 2, 3
Dr. Sara El-Deeb

46
Berlin Workshop
https://www.giu-
berlin.de/DesignConnects/Pages/WorkShop/?WorkShopID=2
Workshop: AI and Digital Marketing for Creatives
From 15-25 July
WHAT TO EXPECT?
In a fast-paced competitive market

there is the demand to go the
extra mile and play the joker role.
Whether you like to play it as a
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you. This 10-day workshop will
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Dr. Saralandscape.
El-Deeb
47
Dr. Sara El-Deeb
48

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CONSUMER

Dr. Sara El-Deeb

Dr. Sara El-Deeb

• Define the Nature of Information Search

• Discuss the types of information search

• Summarize the evaluative criteria that matches

• Discuss SEO (Search Engine Optimization)

Dr. Sara El-Deeb

• A lot of information needed

• Criteria for evaluation established

• Usually make decisions based on

Dr. Sara El-Deeb

Information collected by consumers

It is important for marketers

Dr. Sara El-Deeb

Consumers continually recognize problems and opportunities,

Internal Search External Search

Search of long-term memory If a resolution is not reached

Consumer decisions require information about:

 Appropriate evaluative criteria

 The existence of various alternatives

 Performance of each alternative on each evaluative

Dr. Sara El-Deeb

Dr. Sara El-Deeb

Dr. Sara El-Deeb

Dr. Sara El-Deeb

One potential • Government agencies and consumer

Dr. Sara El-Deeb

Dr. Sara El-Deeb

Dr. Sara El-Deeb

The Awareness set is composed of three subcategories

1. The evoked set or consideration set contains

2. The inept set consists of brands found to be

3. The inert set contains brands for which the consumer

Dr. Sara El-Deeb

Example of Decision Alternatives for University

Dr. Sara El-Deeb

To choose among the brands in the evoked set, the

This process requires the consumer to gather

Dr. Sara El-Deeb

Five primary sources of information available to consumers:

 Memory of past searches, personal experiences, and low-

Dr. Sara El-Deeb

Dr. Sara El-Deeb

• Online information is expected

Dr. Sara El-Deeb

Dr. Sara El-Deeb

Dr. Sara El-Deeb

Dr. Sara El-Deeb

Dr. Sara El-Deeb

Google Search Console is a free service that

It has two primary functions:

Dr. Sara El-Deeb

Information Search on the Internet

Two of the major strategic issues marketers face regarding

1. How can they drive their information to consumers?

2. How can they drive consumers to their information?

Dr. Sara El-Deeb

Dr. Sara El-Deeb

• Offline Media such as print and TV.