CHAPTER FOURTEEN Consumer Decision Process  and Problem Recognition McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill ...
What type of Problem is Nivea Recognizing?
Involvement and Types of Decision Making
Involvement… <ul><li>Purchase Involvement:  the level of concern for, or interest in, the purchase process triggered by th...
The Process of Problem Recognition
Nonmarketing Factors Affecting  Problem Recognition
Consumer Insight 14-1 <ul><li>What responsibilities do marketers have in terms of warning consumers of potential harmful e...
Discussion Question #16 What products do you think  generally  are associated with nominal, limited, and extended decision...
Discussion Question #17 What products do you think  generally  are purchased or used for emotional reasons?
Discussion Question #18 What products do you think  generally  are associated with brand loyalty decision making and which...
Impact on Marketing Strategy <ul><li>Measuring Consumer Problems </li></ul><ul><ul><li>Activity Analysis </li></ul></ul><u...
Identifying Consumer Problems
Activating Problem Recognition
Generic versus Selective
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Chap014 cb

  1. 1. CHAPTER FOURTEEN Consumer Decision Process and Problem Recognition McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. What type of Problem is Nivea Recognizing?
  3. 3. Involvement and Types of Decision Making
  4. 4. Involvement… <ul><li>Purchase Involvement: the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase </li></ul><ul><li>Product Involvement (Enduring Involvement) : a high level of involvement with a brand or a product category </li></ul>
  5. 5. The Process of Problem Recognition
  6. 6. Nonmarketing Factors Affecting Problem Recognition
  7. 7. Consumer Insight 14-1 <ul><li>What responsibilities do marketers have in terms of warning consumers of potential harmful effects of using their products? </li></ul><ul><li>Is it possible to effectively warn consumers of the health dangers of alcohol consumption without tarnishing the image of the product category? </li></ul>
  8. 8. Discussion Question #16 What products do you think generally are associated with nominal, limited, and extended decision making?
  9. 9. Discussion Question #17 What products do you think generally are purchased or used for emotional reasons?
  10. 10. Discussion Question #18 What products do you think generally are associated with brand loyalty decision making and which with repeat purchase decision making?
  11. 11. Impact on Marketing Strategy <ul><li>Measuring Consumer Problems </li></ul><ul><ul><li>Activity Analysis </li></ul></ul><ul><ul><li>Product Analysis </li></ul></ul><ul><ul><li>Problem Analysis </li></ul></ul><ul><ul><li>Human Factors and Emotion Research </li></ul></ul><ul><li>Responding to Consumer Problems </li></ul><ul><li>Activating Problem Recognition </li></ul><ul><ul><li>Generic versus Selective </li></ul></ul><ul><ul><li>Approaches </li></ul></ul><ul><ul><li>Timing </li></ul></ul><ul><li>Suppressing Problem Recognition </li></ul>
  12. 12. Identifying Consumer Problems
  13. 13. Activating Problem Recognition
  14. 14. Generic versus Selective

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