Information Search

An aroused consumer can or cannot search for more information. If consumer's drive is strong and a satisfying product is close at hand, the consumer is probable to buy it then. If not, the consumer can store the need in memory or undertake an information search related to the need.

At one level, the consumer can simply enter heightened attention. Consumer can obtain information from any of many sources. These include personal sources (friends, family neighbours, acquaintances), commercial sources (salespeople, advertising, dealers, displays, packaging, Web sites), public sources (consumer-rating organizations, mass media), and experiential sources (examining, handling, by using the product). Relative influence of these information sources varies with and the buyer and the product. In general, the consumer receives the most information regarding a product from commercial sources-those controlled by marketer. The most effective sources, therefore, tend to be personal. Commercial sources usually inform the buyer, but personal sources or evaluate or legitimize products for buyer.

People frequently ask others-relatives, friends, professionals, acquaintances -for recommendation concerning a service or product. Therefore, companies have a strong interest in building such type word-of- mouth sources. These sources contain two chief advantages. Primary, they are convincing: Word of mouth is the just promotion method that is of consumers, by consumers, & for consumers. Having loyal, satisfied customers that brag regarding doing business having you is dream of every business owner. Not just are satisfied customers repeating buyers, but they are also talking, walking, and billboards for your business. Second, costs are low. Keeping in touch by satisfied customers and turning them into word-of-mouth advocates expenses the business relatively little.

As more information is got, the consumer's knowledge and awareness of available brands and features increases. Information also helped her drop sure brands from consideration. A company have to design its marketing mix to make prospects conscious of and knowledgeable regarding its brand. It should carefully recognize consumers' sources of information and the significance of each source. Consumers should be asked how they first heard about the brand, what information they retained, and what significance they placed on different information sources.