Problem Recognition

Problem Recognition

1. What happens

2. activated?

3. influences

4. depend on the person

5. implications for marketing strategy

6. Actual versus desired state

7. Types of consumer decisions

   • Purchase involvement
     • High purchase involvement
     • Low purchase involvement
   • Forms of involvement and outcomes
     • habitual (repeat or brand loyalty
     • limited decision making
     • extended decision making
   • Marketing strategy
     • process of problem recognition
       • magnitude of the discrepancy
       • relative importance of the problem
     • nature of problem recognition
       • desired state
         • deficits
         • opportunities
       • actual state

8. Continuum of Buying Decision Behavior

   • Cost
   • Frequency
   • Involvement
   • Familiarity
   • Info search/time

9. Types of consumer problems

   • Active problem
   • Inactive problem

10. Non-marketing factors affecting problem recognition

    • Product/brand performance
      • Instrumental performance
      • Symbolic performance

11. Measuring problem recognition

    • activity analysis
    • product analysis
    • problem analysis
    • human factors research
    • emotion research

12. Responding to consumer problems

    • Activating problem recognition
    • Generic problem
    • Selective problem
    • Timing problem recognition
      • flu shot advertising
      • Back to School
    • Suppressing problem recognition
      • avoid upsetting habitual buyers
      • anticipate and counteract negatives

13. Marketing approaches

    • Influence desired state
    • Influence perceptions of actual state