CB Week 10 Consumer Decision Process

Tuesday

the level of concern for, or interest in, the purchase process, triggered by the need to consider a particular purchase (temporary state)

Purchase involvement

A consumer may be very involved with a brand (Starbucks or Dodge) or a product category (coffee or cars) yet have a very low level of involvement with a particular purchase of that product because of brand loyalty, time pressures, or other reasons. (enduring/ongoing)

Product involvement

in effect, involves no decision per se, low purchase involvement, does not even include consideration of the “do not purchase” alternative. AKA habitual decision making

Nominal decision making

fairly high degree of product involvement but a low degree of purchase involvement because of your brand loyalty.

Brand Loyal Purchases (nominal)

you may believe that all ketchup is about the same, and you may not attach much importance to the product category or purchase. Having tried Del Monte and found it satisfactory, you now purchase it whenever you need ketchup. Thus, you are a repeat purchaser of Del Monte ketchup, but you are not committed to it.

Repeat Purchases (nominal)

less internal and external search, few alternatives, simple decision rules based on a few attributes, a little post-purchase evaluation

Limited decision making

involves an extensive internal and external search, followed by a complex evaluation of multiple alternatives and is a response to response to the high level of purchase involvement. During post-purchase evaluation, doubts are likely to arise, and a thorough review takes place

Extended decision making

the result of a discrepancy between a desired state and an actual state

problem recognition

these two factors influence:

1. the magnitude of the discrepancy

2. the relative importance of the problem.

level of one's desire to resolve a particular problem

a problem that the consumer is aware of or will become aware of in the normal course of events.

Active Problem

a problem that the consumer is not aware of

Inactive Problem

marketing strategy for active problem

Only requires the marketer to convince consumers that its brand is the superior solution.

marketing strategy for inactive problem

Marketer must convince consumers that they have the problem AND that their brand is a superior solution.

focuses on a particular activity, such as preparing dinner, maintaining the lawn, or swimming. Then, surveys or focus groups attempt to determine what problems consumers encounter during the performance of the activity.

activity analysis

similar to activity analysis, but examines the purchase or use of a particular product or brand. Thus, consumers may be asked about problems associated with using their mountain bikes or laptop computers.

product analysis

differs in that it starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or could eliminate) those problems

problem analysis

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.

This type of research can sometimes identify functional problems that consumers are unaware of. For example, it can be used in the design of such products as lawn mowers, kitchen utensils, smartphone keyboards, and computers to minimize user fatigue.

human factors research

Common approaches are surveys, focus group research, and personal interviews that examine the emotions associated with certain problems. For example, researchers are beginning to examine how consumers cope with the negative emotions associated with product or service failures.

emotion research

Generic problem recognition involves…

a discrepancy that a variety of brands within a product category can reduce.

Selective problem recognition involves

a discrepancy that only one brand can solve

Firms attempt to cause selective problem recognition to

gain or maintain market share

increasing generic problem recognition generally results in

an expansion of the total market

a recent Newport cigarette advertisement shows a smiling, happy man next to the headline "Own Your Moment." is an example of…

suppressing problem recognition