Influence of search engines on customer decision process

This article summarizes customer decision process focusing on information search. It explains the role and use communication channels that are used during information search, particularly the internet. It describes the internet and the role of search engines during information search. It explains the use of search engines and provides better understanding of ways in which search engines support customer decision process such as reduction of information search cost, higher involvement in the search process and increased ability to search for information. It also identifies some possible disadvantages like information irrelevancy or invisible web. Paper aims to identify the influence of search engines on information search phase of customer decision process.