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Chap014 cb

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    Chap014 cb Chap014 cb Presentation Transcript

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