Consumer Decision Process
and Problem recognition
1) Understand the impact of purchase involvement on the decision process.
2) Know the various types of decision making used by consumers.
3) Know what problem recognition is, how it occurs, and how it fits into the consumer decision-making process.
4) Know how to measure problem recognition.
5) Understand how marketing strategy can be developed based on problem recognition.
Consumer decision making becomes more extensive and complex as purchase involvement increases. The lowest level of purchase involvement is represented by nominal decisions: a problem is recognized, ...view middle of the document...
Before marketing managers can respond to problem recognition generated by outside factors, they must be able to identify consumer problems. Surveys and focus groups using activity, product, or problem analysis are commonly used. Human factors research approaches the same task from an observational perspective. Emotion research focuses on the role of emotions in problem recognition and resolution.
Once managers are aware of problem recognition patterns among their target market, they can react by designing the marketing mix to solve the recognized problem. This may involve product development or repositioning, a change in store hours, a different price, or a host of other marketing strategies.
Marketing managers often want to influence problem recognition rather than react to it. They may desire to generate generic problem recognition, a discrepancy that a variety of brands within a product category can reduce; or to induce selective problem recognition, a discrepancy that only one brand in the product category can solve.
Attempts to activate problem recognition generally do so by focusing on the desired state. However, attempts to make consumers aware of negative aspects of the existing state are also common. In addition, marketers attempt to influence the timing of problem recognition by making consumers aware of potential problems before they arise.
Finally, managers attempt to minimize or suppress problem recognition by current users of their brands.
LECTURE TIPS AND AIDS
1) Many times the following classification of problem types is useful
a) Routine problems that are expected to occur and that require an immediate solution.
b) Emergency problems that are not expected and that require an immediate solution.
c) Planning problems that are expected and that do not require an immediate solution.
d) Evolving problems that are not expected and that do not require an immediate solution.
It is important for marketing managers to be aware of the type(s) of problem recognition that lead to the purchase of their products since the type of problem recognition influences the type and amount of information search.
2) It is very important that students understand how purchase involvement influences the decision process. This is easiest to do by having them describe their decision process for various levels of purchase involvement (new running shoes versus a soft drink between classes).
3) In discussing problem recognition, you can ask the students the following questions:
a) What is the difference between a desired state and an actual state?
b) How can a situation and consumer lifestyle influence desires for, and perceptions of, actual levels of performance? Desired levels?
c) When a discrepancy between desired and actual states occurs, what alternatives does the consumer have in resolving this discrepancy?
d) Under what conditions would a consumer engage in search in order...