s. Two males interviewed consider not spending too much time when shopping for their formal clothing. Female tend to like shopping for clothes than males does, therefore females tend to engage in longer external search than males.Situation variables can have a major impact on search behaviour. If there is a sale at a in a store for formal clothing, the information search is likely to reduce due the to the time frame of sale periods. Shoppers with limited physical or emotional energy (antecedent state) will search for less information than others. Social surroundings such as the person that the students are with will either increase or decrease search. Health SupplementsAs decision making for purchasing for health supplements is a very low involvement activity, the consumers may recall their past experiences. The consumer purchases the recalled brand, and habitual decision-making has occurred. For example, a student who has an allergy problem may recall the previous brand of allergy relief they have used previously, therefore the allergy relief is purchased at the nearest store without further information search or evaluation. In other cases, when students have a different health problem to what they have before, they will start to search information for the cure of that new problem. Students can get information by asking their friends and families for advice or they can simply go into the store and ask the sales person for their opinions. However, students will have limited external information search before the purchase of the health supplements they need. That is because the information they need can be obtained quickly within just one visit to a pharmacy store. There is no need to compare the prices between stores because they are more likely to be the same. The consumers perceived risk for health supplements is low; therefore consumers are not likely to engage in extensive problem solving and search as they would for ...
