CHAPTER FOURTEEN
Consumer Decision Process
and Problem Recognition
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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What type of Problem is Nivea
Recognizing?
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Involvement and Types of Decision Making
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Involvement…
• Purchase Involvement: the level of
concern for, or interest in, the purchase
process triggered by the need to consider
a particular purchase
• Product Involvement (Enduring
Involvement): a high level of
involvement with a brand or a product
category
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The Process of Problem Recognition
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Nonmarketing Factors Affecting
Problem Recognition
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Consumer Insight 14-1
• What responsibilities do marketers have
in terms of warning consumers of
potential harmful effects of using their
products?
• Is it possible to effectively warn
consumers of the health dangers of
alcohol consumption without tarnishing
the image of the product category?
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Discussion Question #16
What products do you think
generally are associated with
nominal, limited, and extended
decision making?
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Discussion Question #17
What products do you think
generally are purchased or used
for emotional reasons?
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Discussion Question #18
What products do you think
generally are associated with
brand loyalty decision making
and which with repeat purchase
decision making?
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Impact on Marketing Strategy
• Measuring Consumer Problems
• Activity Analysis
• Product Analysis
• Problem Analysis
• Human Factors and Emotion Research
• Responding to Consumer Problems
• Activating Problem Recognition
• Generic versus Selective
• Approaches
• Timing
• Suppressing Problem Recognition
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Identifying Consumer Problems
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Activating Problem Recognition
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Generic versus Selective