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decision process & problem recognition 2

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    &ConsumerDecisionPro

    cess

    ProblemRecognition

    by : Giovani (041314353020)

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    Types of ConsumerDecisions

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    Purchase involvement is the level of concernfor, or interest in, the purchase process.

    Triggered by need toconsider a particularpurchase.

    A temporary state influenced by theinteractionof individual, product, andsituationalcharacteristics.

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    Types of Decision Making

    1. Nominal Decision Making Brand Loyal Purchases Repeat Purchases

    2. Limited Decision Making3. Extended Decision Making

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    The Process of ProblemRecognition

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    Types of Consumer Problems

    Inactive Problem

    An inactive problem isone of which the

    consumer is not aware.

    Active Problem

    An active problem is one theconsumer is aware of or willbecome aware of in normalcourse of events.

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    Uncontrollable Determinants ofProblem Recognition

    Nonmarketing Factors Affecting Problem Recognition

    S d P

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    1. Discovering ConsumerProblems

    2. Responding to ConsumerProblems3. Helping Consumers

    Recognize Problems

    4. Suppressing ProblemRecognition

    Marketing Strategy and ProblemRecognition

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    Discovering Consumer Problems

    Activity AnalysisProduct Analysis

    Problem Analysis Human Factors

    Research Emotion Research

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    Responding to Consumers Problems

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    Generic versus Selective Problem Recognition

    Helping Consumers Recognize

    Problems

    Generic ProblemRecognition

    Involves adiscrepancy that avariety of brandswithin a product

    category can reduce

    Selective ProblemRecognition

    Involves adiscrepancy only onebrand can solve

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    Suppressing Problem Recognition

    Occasionally information is introduced in themarket place that triggers problem

    recognition that some marketers prefer toavoid.


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