2.InformationsearchAfter recognizing a need, the consumer begins tosearch for information, the second stage in thepurchase decision process.First, you may scan yourmemory for previous experiences with product orbrands.This actioniscalledinternal search.The primary sources of information are:(1)personal sources, such asrelatives and friendswhom the consumer trusts;(2)publicsources,including various product-rating organizations suchas Consumer Reports,government agencies,andTV"consumer programs"and (3)marketer-dominatedsources,such as information from sellers thatincluding advertising,salespeople,and point-of-purchasedisplayinstores
2. Information search After recognizing a need, the consumer begins to search for information, the second stage in the purchase decision process. First, you may scan your memory for previous experiences with product or brands. This action is called internal search. The primary sources of information are: （1） personal sources, such as relatives and friends whom the consumer trusts; (2) public sources, including various product-rating organizations such as Consumer Reports, government agencies, and TV “consumer programs” and (3) marketer-dominated sources, such as information from sellers that including advertising, salespeople, and point-ofpurchase display in stores
The BuyerDecisionProcessStep 2.Information Search.Family,friends,neighborsPersonalSources·Mosteffective sourceofinformation.Advertising,salespeopleCommercialSources·Receives mostinformation fromthese sources·MassMedia/on-line sourcesMarket and on-line Sources.Consumer-rating groups
7 •Family, friends, neighbors •Most effective source of information •Advertising, salespeople •Receives most information from these sources •Mass Media/on-line sources •Consumer-rating groups Personal Sources Commercial Sources Market and on-line Sources The Buyer Decision Process Step 2. Information Search
3.AlternativeEvaluationThe information search stage clarifies theproblemfortheconsumerby(1)suggestingcriteriatouseforthepurchase(2)yieldingbrandnamesthat mightmeet thecriteria,and(3)develop consumer value perceptions.Basedontheinformation fromthe ConsumerReports,you mayfind theanswers to such questions as what selection criteria wouldyouuse in buying a portable CD player? Wouldyou useprice,easeofuse,quality ofheadphones,or somecombination of these and other criteria?
3. Alternative Evaluation The information search stage clarifies the problem for the consumer by (1) suggesting criteria to use for the purchase, (2) yielding brand names that might meet the criteria, and (3) develop consumer value perceptions. Based on the information from the Consumer Reports, you may find the answers to such questions as what selection criteria would you use in buying a portable CD player? Would you use price, ease of use, quality of headphones, or some combination of these and other criteria?
4.PurchaseDecisionHaving examined the alternatives in the evoked set, youare almost ready to make a purchase decision. Twochoicesremain:（1)fromwhomyou buy and (2)whenyoubuy.Fora product likea portable CD player,theinformation search process probably involved visiting retailstores seeing different brands in catalogues,viewingportable CD player promotions on ahome shoppingtelevision channel, or visiting a seller'sWeb site.Thechoice of which sellerto buyfromwill depend on suchconsiderations as theterms of sale,your past experiencebuying from the seller,and the return policy
4. Purchase Decision Having examined the alternatives in the evoked set, you are almost ready to make a purchase decision. Two choices remain: (1) from whom you buy and (2) when you buy. For a product like a portable CD player, the information search process probably involved visiting retail stores seeing different brands in catalogues, viewing portable CD player promotions on a home shopping television channel, or visiting a seller’s Web site. The choice of which seller to buy from will depend on such considerations as the terms of sale, your past experience buying from the seller, and the return policy