CHAPTER FOURTEEN

Consumer Decision Process and Problem Recognition

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