What involves the buyer's personal knowledge about a product based on their past experiences?

The concept of an internal search for information refers to the process where a buyer recalls and evaluates their own personal experiences and knowledge about a product before making a purchasing decision. This typically involves tapping into memories of previous purchases, usage experiences, and any feelings or opinions that have formed as a result. By relying on what they already know, consumers can make quicker and more informed decisions without the need to seek additional information from external sources.

This contrasts with external searches, where consumers actively seek information beyond their own experience, such as reviews, advertisements, or recommendations from others. Market research involves organized efforts to gather, analyze, and interpret information about a market, which is much broader in scope than an individual consumer's prior experiences. Brand recognition pertains to a consumer’s ability to identify a brand based on its name, logo, or other distinguishing features, rather than personal knowledge and experiences.