chapter
Family Brand
Pages 8

A search for information is the second step in the consumer decision-making process. As a consumer looks for a solution to a need or want that arises, the first search is internal. The second search is external. If the customer has sufficient information internally, then he or she will not conduct an external search but will simply move to the next stage of the decision-making process, which is the evaluation of alternatives. When the consumer feels uncertain about the right brand to purchase, then an external search takes place.