Chapter 14 Consumer Decision Process and Problem Recognition

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Chapter 14Consumer Decision Process and Problem
Recognition
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Types of Consumer Decisions

• Purchase involvement versus Product involvement
• Types of Decision Making (problem solving)
• Nominal (habitual or routinized) decision making
• Limited decision making
• Extended decision making

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Involvement and Types ofDecision Making

• The McGraw-Hill Companies, Inc., 1998

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Problem Recognition

• Problem recognition is the result of a
  discrepancy between a desired state and an actual
  state that is sufficient to arouse and activate
  the decision process.
• The desire to resolve a problem will vary with
• Magnitude of discrepancy
• Relative importance
• Consumer Problems may be Active or Inactive.

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Problem Types
Immediate Solution Immediate SolutionRequired No
t Required
Routine Problems
Planning Problems
Unexpected Expected
Evolving Problems
Emergency Problems
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The Process of Problem Recognition

• The McGraw-Hill Companies, Inc., 1998

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Non-marketing Factors Affecting Problem
Recognition

• The McGraw-Hill Companies, Inc., 1998

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Measuring Problem Recognition

• Methodologies used
• Survey, Observation, or Focus Groups
• Approaches to problem identification
• Activity Analysis
• Product Analysis
• Problem Analysis
• Human Factors Research
• Emotions Research

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Marketing Strategies

• Activating Problem Recognition
• Generic versus Selective problem recognition
• Influence desired state
• Influence perceptions of existing state
• Influence importance of discrepancy
• Influence the timing of problem recognition
• Suppress problem recognition

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• Most students realize that upon graduation they
  will need new clothes for work. Tom is a junior
  and lets purchases like this wait. For Tom, the
  purchase of a work wardrobe is a ___ problem.
• routine problem
• planning problem
• emergency problem
• evolving problem

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• Intel has a unique approach to research. One such
  approach is a program called Follow me Home,
  where an Intel employee literally follows
  customers to their home or office (with the
  customers permission) and to observe how they
  use Intels products and what problems they might
  have. This is an example of ___ analysis.
• activity
• product
• problem
• human factors
• emotion