This study analyzes the mediating role of demographics and time pressure in the information search process of consumers from two countries namely, the UK and India for Fast Moving Consumer Goods (FMCG). First, the total information search for the two countries is compared by applying a t-test to determine the variation in the total information search undertaken by two consumer groups of different nationalities. Second, the relationship between the total information search and demographics is explored with the aid of regression analysis to determine the effect of demographics on the former. Finally, the hypothesized relation between demographics and time constraint is examined through a Logit model to identify the demographic traits that face time pressure. Males, youngsters, married, divorced, highly educated, self-employed, salaried and high income people are identified as those consumer groups that face time pressure. The present analysis enhances the understanding of marketing managers about demographic differences as well as the importance of time pressure in the information search behavior of consumers. This study adds value by comparing the information search behavior of consumers of a developed country and an emerging economy to determine the characteristics of high and low information seekers. It also explores the relationship of demographics and time pressure.

Present day marketing environment is characterized by large-scale brand proliferation and ever-increasing competition. This has created confusion in the minds of the consumers regarding what to purchase. Putrevu and Lord (2001) contend that search and choice are directly related, hence to choose the best option out of large set of alternatives consumers make search for information. Information search as defined by Haines (1978) means data that induces consumer to construct or alter an existing decision process for the relevant product, including raw data, encoded symbols, and any other data capable of representing reality to the decision maker. Understanding the information search behavior of the consumer is crucial for the marketing managers for designing effective marketing communication campaigns because it is that stage where marketers can influence the decision-making process of consumers (McColl-Kennedy and Fetter, 1999).

Today's consumers are hard-pressed for time. Time constraint puts a negative effect on total information search efforts of the consumers (Moore and Lehmann, 1980; Ratchford, 1982; Beatty and Smith, 1987; and Urbany et al., 1996). Time constraint refers to the problem of time availability. Time constraint occurs when people feel that they have less time, as a result, they may not be able to do the tasks they actually want to do. The more they face the problem of time availability, lesser they would put information search effort. Literature exists depicting the relationship between time pressure and information search. However, it is silent on the aspect of interrelationship of demographic trait and time pressure. Thus the present study has tried to explore this untouched area.

Understanding the amount of information search efforts made by different segments of consumers is of great relevance to marketers to frame appropriate marketing strategy for different segments as consumers differ from one another because of different demographic characteristics (Slama and Tashchain, 1985). A large number of studies have analyzed the role of demographics in the process of information search task. Newman and Staelin (1972); Claxton et al. (1974); Kiel and Layton (1981); Ratchford (1982); and Putrevu and Lord (2001) found that education level of the consumers influence their information search process. Moore and Lehmann (1980) and Putrevu and Lord (2001) analyzed the role of marital status of the consumers in information search behavior. Kiel and Layton (1981); Ratchford (1982); Furse et al. (1984) and Putrevu and Lord (2001) observed that age is related to the amount of information search made. Meyers-Levy and Maheshwaran (1991) examined the difference between the behavior of males and females at the time of buying. Kiel and Layton (1981); Avery (1996); and Putrevu and Lord (2001) illustrated the role of income in information search behavior of the consumers.

Marketing Management Journal, Information Search Process, Marketing Communication Campaigns, Decision Making Process, Fast Moving Consumer Goods, FMCG, Multinational Corporations, Communication Strategies, Demographic Traits, Financial Risk, Magazine Advertisements, FMCG Products.