Patterns of Information Search among Semi-Durable Goods Buyers

Abstract

Consumers acquire information from a variety of out-of-store and in-store sources. Sources differ in their abilities to convey different kinds of information. This paper examines the implications of these sources for designing effective marketing strategies by comparing search behaviour of hypermarket shoppers for two product classes. Data were obtained from two samples, 250 buyers of small electrical appliances and 250 buyers of car accessories and hardware equipment by means of in-store observations and on the spot post-purchase interviews to detect out-of-store information search. The study revealed that 69,5% of shoppers of the combined sample visited only one store prior to purchase. This finding is in accordance with results obtained from an earlier study and with that of other researchers working in the field. Results further indicate that consumer-dominated sources (influence of relatives, friends or neighbours) were consulted more frequently than were market-dominated sources (printed and audio-visual advertising, in-store promotions, displays and personal selling), prior to purchase. Differences in search patterns emerged from the two subject samples which may be ascribed to product class attributes. More research, however, is needed to verify these tentative findings.