Consumer Decision ProcessA Generic Model Problem Recognition Information

Consumer Decision Process-A Generic Model Problem Recognition Information Search Alternatives Evaluation Purchase Post-purchase Use and Reevaluation

Involvement and Types of Decision Making Low-purchase involvement Nominal decision making High-purchase involvement Limited decision making Extended decision making Problem recognition Selective Problem recognition Generic Information search Limited internal Information search Internal Limited external Information search Internal External Alternative evaluation Few attributes Simple decision rules Few alternatives Alternative evaluation Many attributes Complex decision rules Many alternatives Purchase Postpurchase No dissonance Very limited evaluation Postpurchase No dissonance Limited evaluation Postpurchase Dissonance Complex evaluation

The Process of Problem Recognition Desired consumer lifestyle The way the consumer would like to live and feel Current situation Temporary factors affecting the consumer Desired state The condition the consumer would like to be in at this point in time Actual state The condition the consumer perceives himself or herself to be in at this point in time Nature of discrepancy Difference between the consumer’s desired and perceived conditions No difference Satisfaction Desired state exceeds actual state Actual state exceeds desired state Problem recognized Search decision initiated

Nonmarketing Factors Affecting Problem Recognition Culture/subculture Past decisions Social status Reference group Household characteristics Financial status/expectations Previous decisions Individual development Emotions Motives Situation Normal depletion Less than Desired Equal State to Greater than Product/brand performance Actual State Individual development Emotions Government/consumer groups Availability of products Situation

Measuring Consumer Problems Survey, Focus Groups, and Observational studies Freshmen on campus Pre-teens Activity Analysis Product Analysis Problem Analysis Human Factors Research Emotion Research (A food product firm) Vegans Recently Retired couples

Marketing Strategy and Problem Recognition • • Generic problem recognition Selective problem recognition Activating problem recognition Suppressing problem recognition