Influence of Information Search and Loyalty Behaviour on Consumer Choice Process

An attempt is made to evolve a unique consumer choice process by adding satisfaction as an intervening variable. Consumer evaluates various alternatives so as to find the best alternative. Satisfaction with the actual chosen brand determines the post purchase process of the consumer. Thus the choice process of the consumers is comprised of 1) information search efforts, 2) evaluation of alternatives, 3) satisfaction with the actual chosen brand, 4) post purchase process/loyalty behaviour. Path model is build to analyse the above mentioned relationship. Further more, a new relationship which is observed in this study is that loyalty behaviour is also influenced by information search efforts and evaluation of alternatives leads to less loyalty. Results depict that information search and loyalty are inversely related. It means that when the consumers make information search, they are less loyal.