Bài giảng Consumer Behaviour - Chapter 3 Problem Recognition

Chapter 3 Problem Recognition Nature of problem recognitionDifference between habitual, limited and extended decision makingMethods for measuring problem recognitionMarketing strategies based on problem recognition1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNeed/Problem RecognitionWhat 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?2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTypes of Consumer DecisionsProblem recognitionPurchase involvement3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTypes of Consumer Decisions (cont.)Purchase involvement influenced by the interaction of individual, product and situational characteristicsForms of involvement and outcomesHabitual decision making—single brandLimited decision makingExtended decision makingImplications for strategy4Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsPurchase Involvement and Types of Decision MakingLow purchaseinvolvementHigh purchaseinvolvementHabitualdecisionmakingLimiteddecisionmakingExtendeddecisionmaking5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsPurchase Involvement and Types of Decision Making (cont.) 6Purchase Involvement and Types of Decision Making (cont.)7Marketing Strategy and Types of Consumer DecisionsThe process of problem recognitionThe nature of problem recognitionDesired stateActual state8Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Process of Problem Recognition9The Process of Problem Recognition (cont.)10The Desire to Resolve Recognised ProblemsDepends on two factors:The magnitude of the discrepancy between the desired state and the actual stateThe relative importance of the problem11Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTypes of Consumer ProblemsActive problemInactive problem12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRoutine problemsExpected, require immediate solution Emergency problemsNot expected, require immediate solutionPlanning problemsExpected, don’t require immediate solutionEvolving problemsNot expected, don’t require immediate solution Types of Consumer Problems and Action Required13Non-Marketing Factors Affecting Problem Recognition14Factors that Influence the Desired StateCulture/social class, e.g. cleanlinessReference groups, e.g. after graduationFamily/household, e.g. family brandsChange in financial status, e.g. retrenchmentPrevious purchase decisionsIndividual developmentMotives: refer to Maslow’s needsEmotions: seek positive experiences?The situation15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsFactors Influencing the Actual StatePast decisionsNormal depletionProduct/brand performanceIndividual developmentEmotionsThe efforts of consumer groupsThe availability of productsThe current situation16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsBrand PerformanceMany products need to perform on two levels:1. Instrumental performance2. Expressive performance17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMarketing Strategy and Problem RecognitionMeasuring problem recognitionactivity analysis—study of meal preparationproduct analysis—problems using it?18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMarketing Strategy and Problem Recognition (cont.)Measuring problem recognition (cont.)3. problem analysis—product/brand solutions?4. human factors research—suit users5. emotion research—how people feel about it19Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsResponding to Consumer ProblemsActivating problem recognitiongeneric problem e.g. dairy foodsWhen the problem is latent or of low importanceselective e.g. one brand solution 20Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAn Active Attempt to Activate Problem Recognition21Responding to a Recognised Problem22Responding to Consumer ProblemsTiming problem recognition e.g. winter colds23Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsResponding to Consumer Problems (cont.)Suppressing problem recognitionavoid upsetting habitual buyersanticipate and counteract negatives24Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNext lectureChapter 4Information Search25Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins