The document discusses the consumer decision process and problem recognition. It covers several topics: 1. The types of consumer decisions including purchase involvement levels and decision making types like nominal, limited, and extended. 2. The process of problem recognition and types of consumer problems like inactive and active problems. 3. Factors affecting problem recognition including non-marketing influences. 4. Marketing strategies related to problem recognition such as discovering consumer problems, responding to problems, helping recognize problems, and suppressing problem recognition.

1. &
Consumer Decision Process
Problem Recognition
by : Giovani (041314353020)

3. Types of Consumer
Decisions

5. Purchase involvement is the level of concern
for, or interest in, the purchase process.
Triggered by need to consider a particular
purchase.
A temporary state influenced by the
interaction of individual, product, and
situational characteristics.

7. Types of Decision Making
1. Nominal Decision Making
• Brand Loyal Purchases
• Repeat Purchases
2. Limited Decision Making
3. Extended Decision Making

8. The Process of Problem
Recognition

10. Types of Consumer Problems
Inactive Problem
An inactive problem is
one of which the
consumer is not aware.
Active Problem
An active problem is one the
consumer is aware of or will
become aware of in normal
course of events.

11. Uncontrollable Determinants of
Problem Recognition
Nonmarketing Factors Affecting Problem Recognition

12. 1. Discovering Consumer
Problems
2. Responding to Consumer
Problems
3. Helping Consumers
Recognize Problems
4. Suppressing Problem
Recognition
Marketing Strategy and Problem
Recognition

13. Discovering Consumer Problems
• Activity Analysis &
Product Analysis
• Problem Analysis
• Human Factors
Research
• Emotion Research

14. Responding to Consumers Problems

15. Generic versus Selective Problem Recognition
Helping Consumers Recognize
Problems
Generic Problem
Recognition
• Involves a
discrepancy that a
variety of brands
within a product
category can reduce
Selective Problem
Recognition
• Involves a
discrepancy only one
brand can solve

16. Suppressing Problem Recognition
Occasionally information is introduced in the
market place that triggers problem
recognition that some marketers prefer to
avoid.