CHAPTER FOURTEEN Consumer Decision Process and Problem Recognition McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. 2 CHAPTER 14 What type of Problem is Nivea Recognizing? 3 CHAPTER 14 Involvement and Types of Decision Making 4 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 CHAPTER 14 5 CHAPTER 14 The Process of Problem Recognition 6 CHAPTER 14 Nonmarketing Factors Affecting Problem Recognition 7 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? CHAPTER 14 8 Discussion Question #16 What products do you think generally are associated with nominal, limited, and extended decision making? CHAPTER 14 9 Discussion Question #17 What products do you think generally are purchased or used for emotional reasons? CHAPTER 14 10 Discussion Question #18 What products do you think generally are associated with brand loyalty decision making and which with repeat purchase decision making? CHAPTER 14 11 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 CHAPTER 14 12 CHAPTER 14 Identifying Consumer Problems 13 CHAPTER 14 Activating Problem Recognition 14 CHAPTER 14 Generic versus Selective