A Typology of Individual Search Strategies Among Purchasers of New Automobiles

David H. Furse · Girish Punj · David W. Stewart

353 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

Cluster analysis of questionnaire data was used to identify six distinctive external information search patterns among purchasers of new automobiles. Two of the shopper clusters had not been clearly specified in prior research—namely, an advisor-assisted shopper group and a highly self-reliant shopper group. An effort to cross-validate the typology using data obtained from automobile sales personnel was partially successful. It is hypothesized that these strategies are reflections of heuristic decision processes which reflect both individual difference characteristics and the purchase situation.

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References

1973The Equivalence of Weighted Kappa and the Intraclass Correlation Coefficient as Measures of Reliability 1979An Information Processing Theory of Consumer Choice 1980Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis 1981Familiarity and Its Impact on Consumer Decision Biases and Heuristics 1984Product Familiarity and Learning New Information 1974The harassed decision maker: Time pressures, distractions, and the use of evidence.1983A Model of Consumer Information Search Behavior for New Automobiles 1972Prepurchase Information Seeking for New Cars and Major Household Appliances

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