Lecture Objectives <ul><li>Understand the overall model of Consumer Behavior </li></ul><ul><li>Nature of Problem Recogniti...
Overall Model of CB
Consumer Decision Types <ul><li>Extended Decision Making </li></ul><ul><ul><li>High perceived risk </li></ul></ul><ul><ul>...
Problem Recognition Result of an imbalance between actual and  desired states.
Problem Recognition Internal Stimuli and External Stimuli Present Status Preferred State Marketing helps consumers recogni...
<ul><li>Where do we get our notion of what is ideal state or a desired state???? </li></ul>
<ul><li>personal expectations </li></ul><ul><li>personal aspirations </li></ul><ul><li>culture </li></ul><ul><li>reference...
Stimulus <ul><li>Any unit of input affecting one or more of the five senses: </li></ul><ul><li>sight </li></ul><ul><li>sme...
Want Recognition of an  unfulfilled need and  a product  (or attribute or feature)  that will satisfy it.
Recognition of Unfulfilled Wants <ul><li>When a current product isn’t performing properly </li></ul><ul><li>When the consu...
Process of Problem Recognition <ul><li>Discuss </li></ul>
Consumer Problems <ul><li>Active Problem </li></ul><ul><li>Inactive Problem </li></ul>
Marketing Implications <ul><li>Putting consumers in a state of problem recognition may stimulate the decision process and ...
Upcoming SlideShare
Loading in …5
×

Cb 3

1,006 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,006
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Cb 3

  1. 1. Lecture Objectives <ul><li>Understand the overall model of Consumer Behavior </li></ul><ul><li>Nature of Problem Recognition </li></ul><ul><li>Difference between habitual, limited and extended decision making </li></ul><ul><li>Methods for measuring problem recognition </li></ul>
  2. 2. Overall Model of CB
  3. 3. Consumer Decision Types <ul><li>Extended Decision Making </li></ul><ul><ul><li>High perceived risk </li></ul></ul><ul><ul><li>Typically expensive, infrequently purchased products </li></ul></ul><ul><li>Habitual Decision Making </li></ul><ul><ul><li>Low perceived risk </li></ul></ul><ul><ul><li>Purchases made out of habit or brand loyalty </li></ul></ul><ul><ul><li>Typically inexpensive, frequently purchased product </li></ul></ul><ul><li>Limited Decision Making </li></ul><ul><ul><li>Moderate perceived risk </li></ul></ul><ul><ul><li>Consumer has limited time or energy </li></ul></ul>
  4. 4. Problem Recognition Result of an imbalance between actual and desired states.
  5. 5. Problem Recognition Internal Stimuli and External Stimuli Present Status Preferred State Marketing helps consumers recognize an imbalance between actual state and desired state
  6. 6. <ul><li>Where do we get our notion of what is ideal state or a desired state???? </li></ul>
  7. 7. <ul><li>personal expectations </li></ul><ul><li>personal aspirations </li></ul><ul><li>culture </li></ul><ul><li>reference group </li></ul><ul><li>marketing </li></ul>
  8. 8. Stimulus <ul><li>Any unit of input affecting one or more of the five senses: </li></ul><ul><li>sight </li></ul><ul><li>smell </li></ul><ul><li>taste </li></ul><ul><li>touch </li></ul><ul><li>hearing </li></ul>
  9. 9. Want Recognition of an unfulfilled need and a product (or attribute or feature) that will satisfy it.
  10. 10. Recognition of Unfulfilled Wants <ul><li>When a current product isn’t performing properly </li></ul><ul><li>When the consumer is running out of an product </li></ul><ul><li>When another product seems superior to the one currently used </li></ul>
  11. 11. Process of Problem Recognition <ul><li>Discuss </li></ul>
  12. 12. Consumer Problems <ul><li>Active Problem </li></ul><ul><li>Inactive Problem </li></ul>
  13. 13. Marketing Implications <ul><li>Putting consumers in a state of problem recognition may stimulate the decision process and lead to acquisition, consumption or disposition of a product or service. </li></ul><ul><li>Without problem recognition, marketing efforts are likely to be less effective because the consumer may not be motivated to process information. </li></ul><ul><li>Marketers use two techniques to try to stimulate problem recognition: they can attempt to create a new ideal state or create dissatisfaction with the actual state. </li></ul><ul><li>Either way marketers are more likely to get a response if they position the product or service as a solution to the consumer’s problem. </li></ul>

×