Objectives of knowledge management

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Online buyer 
behaviour
An assessment of how 
consumers and business 
people use the Internet 
in combination with 
other communications 
channels when selecting 
and buying products and 
services.
Psychographic 
segmentation
A breakdown of 
customers according to 
different characteristics.
Figure 4.3
Variation in number of sources on information used to inform buying decision by sector
Source:
Google Shopper Sciences (2011).
Restaurant
CPG Health/
Beauty
CPG Gr
ocery
OTC Health
Cr
edit Car
d
Investment
Travel
Banking
Insurance
Tech
Automotive
Vo
ters
5.8
7
7.3
9.8
8.6
8.9
10.2
10.8
11.7
14.8
14.7
18.2
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134
Part 1
Introduction
19%
Tried a sample in the product in a store
Talked with a customer service rep on the phone
Looked at signage/display about the product in the store
Talked with a salesperson in the store
Read brochure about the product in the store
Looked at the product package in the store
Became a friend/follower/“linked” a brand
Read comments following an article online
Sought information from a retailer website
Read product reviews online
Sought information from a brand/manufacturer website
Comparison shopped products online
Talked with friends / family about the product
Searched online with a search engine
Saw an ad on an outdoor billboard
Watched a TV program that featured the product
Received mail at home from a retailer
Noticed ads online
Read an email received from a brand
Read magazine articles
Read newspaper articles
Saw an ad in a newspaper
Saw ads in a magazine
Saw ads on TV