Comparative Analysis of Sources and Drivers of Information Search Behaviour of the UK and India

Abstract

This article compares the information search behaviour of the consumers on the aspect of total information search efforts, sources of information and drivers of search behaviour of two different countries namely the UK and India for FMCG products. First of all, total amount of information search has been compared for the two countries to determine the variation in total amount of information search undertaken by the two consumer groups having different nationalities. Then a comparison of various sources of information used by respondents of the two countries was made. After this, information search behaviour was compared on the basis of drivers of search. Comparison between the countries was made with the aid of t-test. Results depict that Indians conduct more information search and also consult a large number of sources of information except past experience, which is more used by the consumers in the UK. An investigation of the drivers of information search reveal that Indians undertake more search efforts because they perceive more risk and are more involved with the product purchase. This article enhances the knowledge of marketing managers on how to segment the consumers on the basis of their unique behaviour and then develop their communication strategies that are customized for each market.