CHAPTER 14
CONSUMER DECISION PROCESS AND PROBLEM RECOGNITION

Low Level of Involvement

High Level of Involvement

Nominal Decision Making

Limited Decision Making

Extended Decision Making

ExternalInformation

Complex Evaluation Multiple

Internal Information

The Nature of problem recognition

Problem recognition

Actual State

Desire State

Types of costumers
problems

ACTIVE PROBLEMS

Is aware of or will become aware (normal events)

Strategy

Convince consumers that its brand is the solution.

INACTIVE PROBLEMS

Consumer is not aware

Strategy

Convince they have a problem and the brand is the solution.

Problem recogntion

Diference between the desired and what it has

Desried state /Actual state

Non marketing factors

-Culture/subculture

-social status

Motives

Situations

House hold characteristics

Marketing factors

Discovering Consumer Problems

Activity and Product Analysis

Activity analysis - Focuses on a particular activity, such as preparing dinner, maintaining the lawn, or swimming.

Product analysis - is similar to activity analysis but examines the purchase or use of a particular product or brand.

Problem Analysis

Starts with a problem and
asks respondents to indicate which activities, products, or brands are associated with those problems.

Human Factors Research

Attempts to determine human
capabilities

Observational Techniques

Emotion Research

Helps marketers anticipate consumer reactions to problems and train their customer service personnel to respond appropriately.

Responding
to Consumer Problems

A key task of marketers is to identify consumer problems and position their brands as solutions for them

Helping Consumers Recognize Problems

The marketers would rather cause problem recognition than
react to it.

Approaches to Activating Problem
Recognition

Marketing efforts to attempt to influence the desired state

Generic vs Selective Problem Recognition

Generic

discrepancy that a variety of brands within
a product category can reduce

Selective

discrepancy that only one brand can solve

The Timing of Problem Recognition

Consumers often recognize problems at
times when purchasing a solution is difficult or impossible

Suppressing Problem Recognition

Competition, consumer organizations, and governmental agencies sometimes introduce information in the marketplace that promotes the problem recognition which marketers would prefer to avoid