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Marketing 334 Consumer Behavior: Consumer Decision Process and Problem Recognition

The document discusses consumer decision making and problem recognition. It covers types of consumer decisions and problem recognition, including active and inactive problems. It also discusses how marketers can discover consumer problems, respond to problems, help consumers recognize problems, and suppress problem recognition through various marketing strategies.

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Bo Zydarin
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© © All Rights Reserved
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Download as PPT, PDF, TXT or read online on Scribd
200 views

Marketing 334 Consumer Behavior: Consumer Decision Process and Problem Recognition

The document discusses consumer decision making and problem recognition. It covers types of consumer decisions and problem recognition, including active and inactive problems. It also discusses how marketers can discover consumer problems, respond to problems, help consumers recognize problems, and suppress problem recognition through various marketing strategies.

Uploaded by

Bo Zydarin
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Marketing 334

Consumer Behavior
Chapter 14
Consumer Decision Process and
Problem Recognition
Based on Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh and Best
Types of Consumer Decisions

Purchase involvement is the level of


concern for, or interest in, the purchase
process.

Triggered by need to consider a


particular purchase.

A temporary state influenced by the


interaction of individual, product, and
situational characteristics.

14-2
Types of Consumer Decisions
Types of Decision Making

1. Nominal Decision Making

• Brand Loyal Purchases


• Repeat Purchases
2. Limited Decision Making

3. Extended Decision Making


The Process of Problem Recognition
Courtesy Diamond Trading Company; Agency: J. Walter Thompson.
The Process of Problem Recognition
Types of Consumer Problems

Active Problem Inactive Problem


An inactive problem is one of
An active problem is one the
which the consumer is not
consumer is aware of or will
aware.
become aware of in normal
course of events.

Marketing strategy: Marketing strategy:

Only require marketer to Marketer must convince


convince consumers that its consumers that they have the
brand is the superior problem AND that their brand
solution. is a superior solution.
Balance Bar

Courtesy BioFoods, Inc.; Buckley Friedman Advertising and Public Relations


Owens Corning

© 1996 Owens Corning


Uncontrollable Determinants of Problem
Recognition
Nonmarketing Factors Affecting Problem Recognition
Uncontrollable Determinants of Problem
Recognition

Variety-seeking is a challenge to marketers

Sensory-specific satiety –
consumers get bored (satiated)
with sensory attributes more
than on non-sensory attributes.

Variety WITHIN brand can


drive loyalty in the face of
variety seeking.
Marketing Strategy and Problem
Recognition
1. Discovering Consumer Problems

2. Responding to Consumer Problems

3. Helping Consumers Recognize Problems

4. Suppressing Problem Recognition


Marketing Strategy and Problem
Recognition
Discovering Consumer Problems

Surveys and focus groups use one of the following


approaches to problem identification:
1. Activity Analysis Focuses on a particular activity to determine
what problems consumers encounter during the
performance of the activity.

2. Product Analysis Examines the purchase or use of a particular


product or brand. Consumers may be asked
about problems associated with using a product
or brand.

3. Problem Analysis Starts with a problem and asks which activities,


products, or brand are associated with (or
perhaps could eliminate) those problems
Marketing Strategy and Problem
Recognition
Discovering Consumer Problems

Human Factors Research


Human factors research attempts to determine human
capabilities in areas such as vision, strength, response time,
flexibility, and fatigue and the effect on these capabilities of
lighting, temperature, and sound.

Observational techniques

This type of research can sometimes identify functional


problems that consumers are unaware of.
Marketing Strategy and Problem
Recognition
Discovering Consumer Problems

Emotion Research
Common approaches are focus group research and
personal interviews

Critical in helping marketers anticipate consumer reaction


to problems and train customer service personnel to
respond appropriately.
Marketing Strategy and Problem
Recognition
Responding to Consumer Problems

Once a consumer problem is identified, the manager may structure the


marketing mix to solve the problem.

This can involve:

• Developing a new product or altering an existing one


• Modifying channels of distribution
• Changing pricing policy, or
• Revising advertising strategy
Marketing Strategy and Problem
Recognition
Helping Consumers Recognize Problems

Generic versus Selective Problem Recognition

Generic Problem Recognition Selective Problem


Recognition
• Involves a discrepancy
that a variety of brands • Involves a discrepancy only
within a product category one brand can solve
can reduce
• Firms attempt to cause
• Increasing generic selective problem
problem recognition recognition to gain or
generally results in an maintain market share
expansion of the total
market
Courtesy: © American Dairy Farmers TM
Sanyo Camcorder - UK

Courtesy Sanyo House Ltd.


Marketing Strategy and Problem
Recognition
Helping Consumers Recognize Problems

Suppressing Problem Recognition


Occasionally information is introduced in the market place
that triggers problem recognition that some marketers
prefer to avoid.

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