Review the Marketing Strategies Based On Information Search Patterns above. Then, identify and interview a consumer. Give the participant two categories (car, restaurant, soft drink, shoes, etc.).
A consumer was given two categories: Shoes and Car. They were then asked what they like and did not like about the brands. Ask them to list all the brands from each category they can think of including ones they like and may not like as much.
Then, ask which ones they might buy/patron (evoked), which ones they are indifferent (inert) and which ones they dislike (inept). Below is the responses.
- Nike (Like) Rebook (Dislike) Adidas (Dislike)
| Like | Dislike |
| Comfort | Price |
| Endorsement | Durability |
| Style Options | Limited Availibility |
- Ford Cars (Like) Chevrolet (Dislike) Kia (Dislike)
| Like | Dislike |
| Choices | Price Options |
| Safety Rating | Warranty Options |
| Brand Prestige | Local Dealership Mentality |
| Family Brand | Limited Color Options |
As a digital marketer, which search strategy listed above, what would be most helpful for the brands in the evoked, inert and inept categories and why and which would you not believe is effective and why? (No need to explain each brand specifically – just a general justification for each category.) Be sure to list your interviewee demographics and brands in your answer.
Demographics Of Interviewee
- White Male Age 32
- Engineer (Income 125k-150k)
- Master’s degree Education
- Current Lives in Pearland, TX US zip code 77584
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