After need arousal, the consumer tries to solve it & gathers the sources and information about product.
If the need is more intense, the individual enters a state of active information search &he tries to collect more information about the product, its key attributes qualities of various brands & about the outlets where they are available. There are four consumer information sources:
- Personal Sources (family, friends, neighbors etc)
- Commercial Sources(advertisement, Sales man, dealers)
- Public Sources(mass media, Consumer-rating organizations)
- Experiential Sources(handling, examining, using the product)