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Consumer Decision Process Problem Recognition

Consumer Decisions. Rational?Purchase Involvement v. Product Involvement. Types of Consumer Decisions. Nominal decision-making

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Consumer Decision Process Problem Recognition

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    1. Consumer Decision Process & Problem Recognition

    2. Consumer Decisions Rational? Purchase Involvement v. Product Involvement

    3. Types of Consumer Decisions Nominal decision-making “No decision per se.” Limited decision-making “an internal and limited external search, few alternatives, simple decision rules on a few attributes and little postpurchase evaluation Extended decision-making “an extensive internal and external search followed by a complex evaluation of multiple alternatives and extensive postpurchase evaluation.”

    5. The Process of Problem Recognition What is problem recognition? Actual state v. Desired state Lifestyle effects Perception effects Desire to Resolve Recognized Problems Magnitude Importance Types of Problems Active Inactive

    8. Uncontrollable Determinants How do each of the prior issues impact desired/actual states?

    9. Marketing Strategy & Problem Recognition Four Concerns Discovering Consumer Problems Activity analysis Product analysis Problem analysis Human factors research Emotion research

    10. Marketing Strategy & Problem Recognition Four Concerns (cont’d) Responding to Consumer Problems Helping Consumers Recognize Problems Generic v. Selective Problem Recognition Approaches to Activating Problem Recognition Timing of Problem Recognition Suppressing Problem Recognition

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