Marketing: Information Search Behavior and Landing Pages

Running head: MARKETING
Marketing
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1MARKETING
Answer 1
The keywords that are important for the car buyers and those servicing a car are;
information search, automobile market, search behavior and cluster analysis. The information
search behavior follows the particular stage of recognizing the needs and demands of the
customers. This is considered to be one of the most important stages of the customers’ buying
procedures. The importance of this particular stage is being highlighted by scholars Kopp,
Gerike & Axhausen (2015), who believe that the information search is represented as the
primary stage. In this specific stage, the marketing techniques can influence the decisions of
the consumers and provide them with adequate information. The customers are adopting
several search categories and therefore, identifying their information search behavioral
patterns is immensely important.
At times, the practicing managers may face certain challenges while identifying the
consumers buying patterns. The resource allocation all across different information sources
totally depends upon the understanding of information search behavioral patterns and that is
highly crucial for the organizational managers. Moreover, a particular research stream on the
search behavior completely deals with the identification of patters of the external information
search behavior. This is done after considering the amount of decision time, automobile
markets, information sources, external search effort as well as involvement of individuals in
the information search. In addition to this, the results clearly indicate that there are certain
patterns of the information search and the customers with certain segments or clusters have
different search behaviors (Boyce et al., 2015).
The pre-purchase information search was being initially considered to be relatively
limited activity. However, it plays an important role in analyzing the purchasing behavior of
the customers, especially at the time of buying luxury items like cars. Bahles & Cook (2017)

2MARKETING
mentioned that the pre-purchasing behavior of the customers determine their purchasing
patterns. In order to generate the clusters, they should consider certain factors like number of
available informational sources, the total number of customer visits to the stores and the
amount of time taken for the deliberation. The results are basically identified through three
distinct groups, which are store intense, balanced as well as non-through groups.
Moreover, Amineh & Kosach (2016) utilized three specific dimensions for seeking
information regarding the consumers’ behavioral patterns and the keywords that are
important for the car buyers. Particularly, the three dimensions are; source, brand and time,
which helps in developing the taxonomy of the customers’ external search behavior of
vehicles. In addition to this, personality of the consumers, their behaviors and attitudes can be
defined as an organized and dynamic set of characteristics that a person possesses. This helps
in influencing the cognitions, behaviors, motivations and other factors, in a unique manner
and at different situations.
Answer 2
Landing pages are regarded as one of the most crucial elements for generating a lead.
However, there are several companies who do not use them in an effective manner, or at all.
In the words of Pritchard et al. (2018), landing page is the most common method of gaining
consumer attention. It enables the organizational leaders to emphasize upon the official
website’s homepage of the company. It is considered to be the first room of a company’s
virtual storefront, as the customers walk through the door of the digital world. Businesses rely
heavily upon the creation of the company’s homepage in order to cater to the most number of
consumer attentions.
A landing page can be referred to the lead capture page, which is very important and a
must have for any websites. It helps in providing a targeted platform in order to convert the