An exploratory study of the information search stage of the consumer decision process: Based on elderly consumers' selection of a new housing bundle.

摘要

Information search was studied as a stage in the traditional multi-step consumer decision process. The dissertation is cross-disciplinary, although the research framework is based on a marketing perspective.; Data was collected through personal interviews with residents of retirement apartments. A sample of 100, taken from seven different apartment facilities, was self-selected. It was stratified according to rent subsidized and market rate rental facilities.; A key aspect of the research deals with whether movers perceived information sources differently depending on how information is used; that is, either to form evaluative criteria, or for learning about alternatives. Another key aspect deals with whether movers perceive information sources differently depending on the hierarchical decision level at which it is used. The hierarchical levels include decisions relating to geographical area, type of housing or living arrangement and specific housing bundle. The results did not support the hypotheses that source importance varied by use and by decision level.; Respondents were found to have relatively limited search patterns in terms of number of information sources used and number of facilities visited. Family and friends were significantly more important than other sources, except for personal, professional sources. Prior knowledge was not found to be associated with intensity of information search. Normative influence of family and friends was not significantly associated with the movers' perceptions of the importance of family and friends as information sources.; The research results are useful in several ways. They add to the general knowledge of the behavior of elderly consumers. They also provide information to help marketing practitioners and other interested organizations develop strategies more closely associated with elderly movers' information needs. Finally, the research study itself provides an example of how housing decisions can be studied from a framework of consumer behavior and consumer decision making theory.