Ever wondered why you spend time researching a product before buying it? You're not alone! Consumers today actively seek information to make informed purchase decisions. This presentation explores the factors influencing pre-purchase information search, the types of information sources used, and the ever-growing role of online information. Understanding pre-purchase search influences empowers businesses to: Tailor marketing messages to address consumer concerns. Provide informative product content and positive online reviews. Leverage the power of online communities and influencers.

1. Pre Purchase
Search Influences
Factors influencing information search, types
of information sources used by consumers,
and the role of online information.
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Pre Purchase
When a consumer realizes the needs, he goes
for an information search. He does the same,
so that he can make the right decision. He
gathers the information about the following
Product Brands
Products Variations
Product Quality
Product Alternatives.

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Types of Search Activities
The information search activity can be classified into various
types such as the following
Specific kind of activities are
directly related to the problem.
These kinds of requirements
need immediate assistance.
Specific Ongoing
Consumers go on with their research
for a particular period of time if they
decide or if they want to buy a
particular product. Ongoing activities
basically show the work in progress.
Incidental
Now, anything we observe incidentally,
accidentally, or naturally comes under
incidental research. Such information can be
observed in our daily routine lives

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Factors Influencing the Search
Value for Money
Indian consumers are famously
price-conscious. They'll research
extensively to find the best deals
and compare prices across online
and offline retailers.
Brand Trust & Familiarity
Legacy brands and familiar names
hold weight in India. Consumers
might prioritize established brands
even if they find newer, slightly
cheaper options.
Social Influence
Word-of-mouth and peer recommendations
are powerful in India. Reviews on e-
commerce platforms, opinions from friends
and family on social media, and even advice
from shopkeepers all play a role.
Product Complexity
For complex products like electronics or
appliances, in-depth research is
common. Consumers might watch
product reviews on YouTube, read tech
blogs, and compare specifications
before making a decision.

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Types of Information Sources
Sources
Online and
Offline
Online Sources
E-commerce
Platforms
Comparison
Websites
Social Media Online
Reviews &
Blogs

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Offline Sources
Types of Information Sources
PhysicalStore
While online shopping is
booming, many Indians still visit
physical stores to touch and feel
products before buying
Friends&Family
Recommendations from trusted
friends and family are highly
valued, especially for unfamiliar
brands or product categories
Newspapers&Magazines
While traditional media's influence is
waning, some consumers still rely on
print publications for product reviews
and advertisements.

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Online Sources
The Rise of
The internet has revolutionized pre-purchase searches
in India. Here's how
Accessibility
With increasing
smartphone
penetration and
affordable internet
plans, information is
readily available at
consumers' fingertips.
WiderChoice&Transparency
With increasing smartphone
penetration and affordable
internet plans, information is
readily available at consumers'
fingertips.
BuildingTrust
Online reviews and social media
interactions help build trust in
brands and products, especially
for newer entrants.
By understanding these
influences and
information sources,
businesses can tailor
their marketing
strategies to effectively
reach and engage this
dynamic market.

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Case Study
Pre-Purchase Information Search for
Maruti Suzuki Cars in India
INTRODUCTION
Maruti Suzuki is India's leading passenger car manufacturer,
known for its fuel-efficient and affordable vehicles. This case
study examines how factors influencing information search,
types of information sources, and the role of online information
affect car buying decisions for Maruti Suzuki cars in India.

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Factors Influencing
Need for Cognition
INFORMATION SEARCH
Indian consumers, particularly first-time car
buyers, often need cognition, which means they
actively seek information to reduce purchase
risk. Maruti Suzuki's reputation for reliability and
affordability plays a role here, but consumers still
research specific models and features.
Social Influence
Recommendations from family, friends, and
online communities significantly impact car-
buying decisions in India. Positive word-of-mouth
about Maruti Suzuki's after-sales service and
resale value can be a strong influencer.
Perceived Risk
Indian consumers, particularly first-time car
buyers, often need cognition, which means they
actively seek information to reduce purchase
risk. Maruti Suzuki's reputation for reliability and
affordability plays a role here, but consumers still
research specific models and features.

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Types of
INFORMATION SOURCES
ONLINE
Maruti Suzuki's official website
provides detailed information
on car specifications, features,
and dealerships
ONLINE
Social media platforms like
Facebook groups and YouTube
channels dedicated to car
reviews and discussions serve
as valuable sources of
information and peer opinions
ONLINE
Car comparison websites and
online reviews offer unbiased
comparisons and user
experiences.

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Types of
INFORMATION SOURCES
OFFLINE
Authorized Maruti Suzuki
dealerships remain a crucial
touchpoint. Test drives,
interaction with salespeople,
and brochures provide
firsthand information.
OFFLINE
Print media, though its
influence is declining, can still
play a role, especially for older
demographics, through car
review sections and
advertisements

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Role of
ONLINE INFORMATION
Convenience and
Accessibility
Comparison
Shopping
User Reviews and
Ratings
Dealership Research

13. Department
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Challenges and
OPPORTUNITIES
Information Overload
Misinformation
Evolving Online Landscape