Information Search
The second stage is information search. The second stage defines a consumer's options and the product. This includes the price, quality, and access to the product. Two types of information searches exist, information search can classified as internal and external information search (Squidoo, 2013). Internal information search: Most often used in frequent purchases. The potential buyer recalls memories and previous experiences with a product or with the company. External information search: Most often used when there is a lack of prior experience with a product. The risk of making a wrong purchase decision is greater. Internal search is what someone already knows, such as pre-existing knowledge of the product or from the consumer’s memory. In the second step of Hierarchy of Effects Model "Knowledge", it means the customer begins to gain knowledge about the product, for example from internet, retail advisers and product packaging. In this process, Advertising and Personal selling are the major source of information. Personal selling is sales people who introduce the product directly with customers. According to Wallace & Howard (2010) said that, there are more than 85 percent of the people through the e-mail to transfer information. Personal selling strategy can use email to contact with customers.
Customer get the primary sources of external information are from three major parts. Personal, such as friends, family members, colleagues. Public, such as media reviews and magazines. Marketing method, such as commercials, print advertising, company websites and sales person. So, Oreo can use the network to combines advertising to expand information promotion. That can make more customers easily to search about Oreo brand information. At the same time, unique advertising strategy can make it easier for customers to remember the brand. For example, the Oreo advertising background music can use fashion music. When people hear this music, they will link to Oreo brand.
The second stage is information search. The second stage defines a consumer's options and the product. This includes the price, quality, and access to the product. Two types of information searches exist, information search can classified as internal and external information search (Squidoo, 2013). Internal information search: Most often used in frequent purchases. The potential buyer recalls memories and previous experiences with a product or with the company. External information search: Most often used when there is a lack of prior experience with a product. The risk of making a wrong purchase decision is greater. Internal search is what someone already knows, such as pre-existing knowledge of the product or from the consumer’s memory. In the second step of Hierarchy of Effects Model "Knowledge", it means the customer begins to gain knowledge about the product, for example from internet, retail advisers and product packaging. In this process, Advertising and Personal selling are the major source of information. Personal selling is sales people who introduce the product directly with customers. According to Wallace & Howard (2010) said that, there are more than 85 percent of the people through the e-mail to transfer information. Personal selling strategy can use email to contact with customers.
Customer get the primary sources of external information are from three major parts. Personal, such as friends, family members, colleagues. Public, such as media reviews and magazines. Marketing method, such as commercials, print advertising, company websites and sales person. So, Oreo can use the network to combines advertising to expand information promotion. That can make more customers easily to search about Oreo brand information. At the same time, unique advertising strategy can make it easier for customers to remember the brand. For example, the Oreo advertising background music can use fashion music. When people hear this music, they will link to Oreo brand.