Abstract
Search behavior is a method by which individuals develop a set of alternatives for consideration and make a choice among these alternatives. Thus it is a key component of the consumer decision process. However, consumer search behavior is not well integrated into broader retail analysis. This paper reviews the substantial literature on consumer search behavior and suggests its relevance for retail analysis. A comparison and synthesis of predictions from this literature provides insights for retail policy and management. This paper also identifies worthwhile directions for further research.
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