Вы находитесь на странице: 1из 25

Chapter 3 Problem Recognition

Nature of problem recognition Difference between habitual, limited and extended

decision making Methods for measuring problem recognition Marketing strategies based on problem recognition

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

31

Need/Problem Recognition
What happens during need/problem recognition? Can they be activated?

Are there non-marketing influences?


What marketing influences are used? Does it vary from one person to the next?

Implications for marketing strategy?

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

32

Types of Consumer Decisions


Problem recognition

Purchase involvement

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

33

Types of Consumer Decisions (cont.)


Purchase involvement

influenced by the interaction of individual, product and situational characteristics Habitual decision makingsingle brand Limited decision making Extended decision making

Forms of involvement and outcomes


Implications for strategy

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

34

Purchase Involvement and Types of Decision Making

Low purchase involvement

High purchase involvement

Habitual decision making

Limited decision making

Extended decision making

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

35

Purchase Involvement and Types of Decision Making (cont.)

36

Purchase Involvement and Types of Decision Making (cont.)

37

Marketing Strategy and Types of Consumer Decisions


The process of problem recognition
The nature of problem recognition

Desired state Actual state

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

38

The Process of Problem Recognition

39

The Process of Problem Recognition (cont.)

310

The Desire to Resolve Recognised Problems

Depends on two factors:


1. 2.

The magnitude of the discrepancy between the desired state and the actual state The relative importance of the problem

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

311

Types of Consumer Problems


Active problem

Inactive problem

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

312

Types of Consumer Problems and Action Required


Routine problems

Expected, require immediate solution Not expected, require immediate solution Expected, dont require immediate solution Not expected, dont require immediate solution

Emergency problems

Planning problems

Evolving problems

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

313

Non-Marketing Factors Affecting Problem Recognition

314

Factors that Influence the Desired State


Culture/social class, e.g. cleanliness Reference groups, e.g. after graduation

Family/household, e.g. family brands


Change in financial status, e.g. retrenchment Previous purchase decisions

Individual development
Motives: refer to Maslows needs Emotions: seek positive experiences? The situation

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

315

Factors Influencing the Actual State


Past decisions Normal depletion

Product/brand performance
Individual development Emotions

The efforts of consumer groups


The availability of products The current situation

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

316

Brand Performance
Many products need to perform on two levels:
1. Instrumental performance 2. Expressive performance

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

317

Marketing Strategy and Problem Recognition

Measuring problem recognition


1. activity analysisstudy of meal preparation
2. product analysisproblems using it?

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

318

Marketing Strategy and Problem Recognition (cont.)


Measuring problem recognition (cont.)
3. problem analysisproduct/brand solutions?
4. human factors researchsuit users 5. emotion researchhow people feel about it

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

319

Responding to Consumer Problems


Activating problem recognition

generic problem e.g. dairy foods

When the problem is latent or of low importance

selective e.g. one brand solution

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

320

An Active Attempt to Activate Problem Recognition

321

Responding to a Recognised Problem

322

Responding to Consumer Problems


Timing problem recognition

e.g. winter colds

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

323

Responding to Consumer Problems (cont.)


Suppressing problem recognition

avoid upsetting habitual buyers


anticipate and counteract negatives

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

324

Next lecture
Chapter 4 Information Search

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

325

Вам также может понравиться