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
An active problem is one the
consumer is aware of or will
become aware of in normal
course of events.
Inactive Problem
An inactive problem is one of
which the consumer is not
aware.
Marketing strategy:
Marketing strategy:
Only require marketer to
convince consumers that its
brand is the superior
solution.
Marketer must convince
consumers that they have the
problem AND that their brand
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
•
•
Involves a discrepancy
that a variety of brands
within a product category
can reduce
Increasing generic
problem recognition
generally results in an
expansion of the total
market
Selective Problem
Recognition
•
Involves a discrepancy only
one brand can solve
•
Firms attempt to cause
selective problem
recognition to gain or
maintain market share
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.