A consumer consults the company websites to gather information about various models of a car. Which type of source of information is he using ?
Commercial
Option 1 — Commercial is correct.
In Kotler's buyer decision process, during the information-search stage a consumer draws on four broad information sources. A company's own website is marketer-controlled material, so it falls under commercial sources.
| Source | Examples |
|---|---|
| Commercial (marketer-dominated) | Advertising, salespersons, dealers, packaging, displays, company websites |
| Personal | Family, friends, neighbours, acquaintances |
| Public | Mass media, consumer-rating organisations, independent reviews |
| Experiential | Handling, examining, using the product directly |
Because the consumer is reading the manufacturer's own site — content created and controlled by the company to promote its models — the source is commercial. It is not personal (no acquaintances involved), not public (not an independent third party), and not experiential (he has not physically tried the car).
Takeaway: Marketer-generated content such as a company website is a commercial information source.
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