Explanation: External search could be explained as the additional information gathered beyond an individual's personal knowledge or experience in a bit to influence the individual's decision on a particular product or topic. This additional information could include; information sought from friends and families, online or internet research on relevant site, blogs or publications.
Therefore, a buyer who asks a friend, checking the internet or visiting a showroom or make other enquiries beyond his personal knowledge in other to make buying decision is making an external search.
