Group 6 Search
Information
Search
Information search
Information search
Table of Search behaviour
content Consideration set
Implication
Internal
Information
Internal search
Rely on memory and past experiences to
make decisions. Dominates nominal routine or low-involvement
decision-making (recall a satisfactory purchases
solution & purchase without further
evaluation).
L E V E L
Đ Ủ
HỎNG Đ Â U H A
C H Ị
DỚI
External
Information
External search
Dominate in extended decision
making (examines and evaluates
alternatives across numerous
criteria).
Me asking people whether or not
to study at ISB
complex, expensive, or
unfamiliar purchases
Sources
Consumers rely on during their External information search
Personal sources
Including recommendations from
family, friends, acquaintances
often highly trusted !!
Independent sources
Sources that are not influenced,
controlled, or funded by parties
directly related to the product or
service being discussed
Social media
influences
Amazon’s
review sites of
YSL lipstick
Government
agencies
Marketing sources
Sources that are provided
directly by companies or any
side related to the particular
product or service
When you buy kem trộn, what source of
information do you trust?
vs.
Experiental sources
Hands-on experiences
where consumers can test
or try out a product before
purchasing
one of the
most effective
sources
Search tools
AI is upping the game!
Voice search
Image search
Text search
Code search
Social media search
That Google ad where Emily is searching for some kinda heels
Ongoing
Search
Ongoing search
ta?
hả
g
May not always serve a specific
n
I wonder how
hố
purchase decision, simply fulfil
Gạc
next year's
personal interests or hobbies, or iPhone lineup
will change...
serve as a means of
accumulating knowledge
Any new
feature?
Information search
Table of Search
Searchbehaviour
behaviour
content Consideration set
Implication
OCT Overview of the adoption and use of
2024 connected devices and services [1]
INDIVIDUALS USING
THE INTERNET
5.52 vs. POPULATION
BILLION 67.5%
ONLINE SEARCH
BEFORE Popular search behaviour of consumers
PURCHASE
How much does J97 lightstick cost?
Search engines
make quicker
decisions & save
Reading customer
review website,
costs
brand websites and
social media
ONLINE SEARCH
BEFORE Popular search behaviour of consumers
PURCHASE
According to a report in the US 2018, on
“Think with Google” Website:
53%
[2]
of shoppers say they
always do research
before they buy to
ensure they are
making the best
possible choice
ONLINE PRICE
COMPARISON Popular search behaviour of consumers
BEHAVIOUR
Share of global shoppers who usually compare prices
before buying online as of August 2022 [3]
No, I don't usually compare prices between sites
13%
Yes, I usually use a price comparison service
13%
Yes, I actually compare prices on a few sites before making a purchase
57%
Yes, I usually use Google Shopping to find the best price
13%
REAL-TIME
INFORMATION Popular search behaviour of consumers
SEARCH
Customers tend to look up product
information, compare prices and read
reviews in real-time while they are in-store
make better purchasing decisions right
there & enhance customer experience
Information search
Table of Search behaviour
content Consideration set
Consideration set
Implication
PRICE SERVICE
DECISIONS
COMMENTS PRODUCT
Evaluative Alternative Compare the performance
criteria options available of each option
SUSTAINABILITY
DURABILITY
QUALITY Brand
reputation
Evaluative
criteria
PRICE
Warranty
Compatibility
Functionality
STAGE 1 STAGE 2 STAGE 3
Alternative options Awareness to Consideration
available Filtering
Awareness set
Consideration
set
STAGE 1 STAGE 2 STAGE 3
Conjunctive Rule
Brands must meet minimum
performance levels for all Order of criteria: Battery life, then
criteria to be considered. display quality, then camera. Phones
are eliminated step-by-step until
only one remains
Disjunctive Rule
Brands must exceed a high- High-performance criteria: Either
performance level on at least excellent camera or top processor.
one key attribute. Phones with either feature enter the
consideration set.
Elimination-by-Aspects Rule
Minimum criteria: At least 8GB RAM,
Brands are eliminated based on
128GB storage, and 5G support. Only
failure to meet cutoffs for
phones meeting all are considered.
ranked criteria until one
remains.
STAGE 1 STAGE 2 STAGE 3
Lexicographic Rule
Brands are evaluated starting
A phone with an average camera but
with the most important
excellent processor and storage might
attribute, moving to subsequent
still be chosen
attributes in case of ties.
Compensatory Rule
High performance on one Most important attribute: Battery
attribute can compensate for life. The phone with the longest
lower performance on another, battery life is preferred. If tied,
leading to a combined score for move to camera quality
consideration.
STAGE 1 STAGE 2 STAGE 3
All potential alternatives Neutral brands
(brands, products) Considered only if no better
INERT SET options
Open to positive info, but
not actively sought
Awareness set
Unawareness set
Alternatives the consumer
Alternatives the consumer
is aware of
does not know about
Negative perception
Dismissed due to past
Evoked set
INEPT SET experiences or poor brand
Alternatives Inert set Inept set image
given Backup Avoided
consideration alternatives alternatives
Ignores positive information
Actively evaluated brands for
purchase
Alternatives
Specific given
considered but Evoked Filtered based on
purchased
not purchased (Consideration preferences, needs
Set) Narrowed down from awareness
set
Influence of Situational and
Personal Factors
STAGE 1 STAGE 2 STAGE 3
Ex:
Compare the
performance of each
option
Choice set
STAGE 1 STAGE 2 STAGE 3
Information search
Table of Search behaviour
content Consideration set
Implication
Implication
Maintenance Strategy
When a brand is habitually
purchased by the target market
maintain the consumer’s
existing purchasing behavior.
Consistent product quality
Effective distribution
Reinforcement advertising
Defensive actions (coupons, point-of-
purchase displays, or rebates)
Disrupt Strategy
When a brand is not in the
consumer's evoked set & the
decision-making is nominal
break the habitual purchase
behavior that excludes the brand.
High-impact advertising
Visually striking packaging, offering free
samples, coupons, or special deals
Comparative advertising
Mobile couponing programs
Capture Strategy
The capture strategy aims to
ensure a product appears in the
consumer's evoked set by making
it memorable and easily
recognizable
Product Placement: place the
products in easily visible locations
Usage Situation: brand is associated Pampers diapers are often
with a specific usage situation displayed on shelves in
supermarket
Intercept Strategy
The intercept strategy capture
consumers' attention during their
search for related information,
bringing the brand into
consideration even if the consumer
wasn’t initially aware of it
Product Placement: place the
products in easily visible locations
Local advertising: reach consumers
when they are near the product
Digital Targeting: appears when
consumers browse related products
Eggland’s Best emphasize unique health benefits
Coupons & Promotions: encourage
like "high in Vitamin D, E , B12;... 25% less
them to try the product
saturated fat” to differentiate from regular eggs
Preference Strategy Search
Used for extended decision-
making situations where the
brand is within the consumer’s
evoked set but requires a
preference boost to stand out
among competitors.
Brand Positioning: Focus on
attributes that appeal to the target
market.
Local advertising: Widespread
campaigns to keep the brand top-
Honda’s website offers in-depth details
of-mind.
to support research-driven buyers.
Influencer Partnerships: Collaborate
with trusted influencers.
Acceptance Strategy Search
Acceptance strategy aims to
reach consumers who aren’t
actively seeking the brand,
moving it into their evoked set
through awareness and interest.
Ford loans vehicles to opinion leaders or
offers paid test drives to boost visibility
and encourage trial.
Long-Term Campaigns: Encourage low-
involvement learning over time.
High-visibility advertising: Increase brand
exposure through prominent campaigns.
SEO: Improve online visibility when
consumers search related topics.
Incentives: Offer trials or rewards to
stimulate interest and word-of-mouth.
Target Market Decision-Making Pattern
Nominal Limited Extended
Position
(no search) (limited search) (extensive search)
Brand in evoked set Maintenance strategy Capture strategy Preference strategy
Brand not in evoked set Disrupt strategy Intercept strategy Acceptance strategy
Chuyên mục: Chơi khi còn có thể
CHƠI
KHI CÒN
CÓ THỂ
THẮNG LÀM VUA, THUA LÀM REPORT TỐI NỘP
Nam nữ sinh gây hấn vì gọi nhau ‘Con rắn thâm độc’ | Nam sinh nhập viện vì quá nhiều deadline
In evoked set Not in evoked set
Maintenance Disrupt
Consistency Break
Capture Intercept
Dominate Interrupt
Preference Acceptance
Nội dung đoạn văn bản của bạn
Outstanding Introduce
The Moldy Whopper campaign by Burger King showed a
Whopper decaying to prove it had no artificial
preservatives.
In evoked set Not in evoked set
Maintenance Disrupt
Consistency Break
Capture Intercept
Dominate Interrupt
Preference Acceptance
Outstanding Introduce
The Whopper Detour campaign offered a 1-cent Whopper to
anyone near a McDonald's who ordered through Burger King’s
app, redirecting customers to Burger King.
In evoked set Not in evoked set
Maintenance Disrupt
Consistency Break
Capture Intercept
Dominate Interrupt
Preference Acceptance
Outstanding Introduce
Spotify’s campaign used a music video made from media plan
materials to showcase its video ad potential, aiming to reframe
the platform as more than just for audio ads.
Group 6 Search
Thank you.
Reference
[1] Kemp S. Digital 2024 July Global Statshot Report. Datareportal; 2024 Jul 31. p. 8.
[2] Google/Ipsos. Omnichannel Holiday Study. Holiday shoppers 18+ who shopped in previous 48
hours, Nov. 2017–Jan. 2018. Available from: [Link]
insights/consumer-trends/shopping-research-before-purchase-statistics/
[3] ChannelAdvisor. Share of shoppers who usually compare prices before buying online in the
United States as of August 2022 [Graph]. In: Statista; October 7, 2022 [cited November 3, 2024].
Available from: [Link]
shopping-habits-us/
[4] Hawkins DI, Mothersbaugh DL, Kleiser SB. Consumer behavior : Building marketing strategy.
Dubuque:Mcgraw-Hill Education; 2020.