Presentation on theme: "Marketing 334 Consumer Behavior"— Presentation transcript:
1Marketing 334 Consumer Behavior Chapter 14Consumer Decision Process andProblem RecognitionBased on Consumer Behavior, 10th ed. By Hawkins, Mothersbaugh and Best
2Types 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
6Courtesy Diamond Trading Company; Agency: J. Walter Thompson.
7The Process of Problem Recognition Types of Consumer ProblemsActive ProblemAn active problem is one the consumer is aware of or will become aware of in normal course of events.Marketing strategy:Only require marketer to convince consumers that its brand is the superior solution.Inactive ProblemAn inactive problem is one of which the consumer is not aware.Marketing strategy:Marketer must convince consumers that they have the problem AND that their brand is a superior solution.
8Balance BarCourtesy BioFoods, Inc.; Buckley Friedman Advertising and Public Relations
10Uncontrollable Determinants of Problem Recognition Nonmarketing Factors Affecting Problem Recognition
11Uncontrollable Determinants of Problem Recognition Variety-seeking is a challenge to marketersSensory-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.
12Marketing Strategy and Problem Recognition Discovering Consumer ProblemsResponding to Consumer ProblemsHelping Consumers Recognize ProblemsSuppressing Problem Recognition
13Marketing Strategy and Problem Recognition Discovering Consumer ProblemsSurveys and focus groups use one of the following approaches to problem identification:1. Activity AnalysisFocuses on a particular activity to determine what problems consumers encounter during the performance of the activity.2. Product AnalysisExamines 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 AnalysisStarts with a problem and asks which activities, products, or brand are associated with (or perhaps could eliminate) those problems
14Marketing Strategy and Problem Recognition Discovering Consumer ProblemsHuman Factors ResearchHuman 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 techniquesThis type of research can sometimes identify functional problems that consumers are unaware of.
15Marketing Strategy and Problem Recognition Discovering Consumer ProblemsEmotion ResearchCommon approaches are focus group research and personal interviewsCritical in helping marketers anticipate consumer reaction to problems and train customer service personnel to respond appropriately.
16Marketing Strategy and Problem Recognition Responding to Consumer ProblemsOnce 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 oneModifying channels of distributionChanging pricing policy, orRevising advertising strategy
17Marketing Strategy and Problem Recognition Helping Consumers Recognize ProblemsGeneric versus Selective Problem RecognitionGeneric Problem RecognitionInvolves a discrepancy that a variety of brands within a product category can reduceIncreasing generic problem recognition generally results in an expansion of the total marketSelective Problem RecognitionInvolves a discrepancy only one brand can solveFirms attempt to cause selective problem recognition to gain or maintain market share
20Marketing Strategy and Problem Recognition Helping Consumers Recognize ProblemsSuppressing Problem RecognitionOccasionally information is introduced in the market place that triggers problem recognition that some marketers prefer to avoid.