CHAPTER FOURTEEN

Consumer Decision Process

and Problem Recognition
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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. Like Coke or
Starbucks.

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3 Involvement and Types of Decision Making

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4
Involvement and types of decision making
• Nominal Decision Making or habitual decision
making: Problem recognized and internal search (long
term memory) provides single preferred solution, and
purchased. Evaluation occurs only if the brand fails to
perform as expected. Milk for the baby
• They can be either:
Brand loyal purchase: After searching select the best
mobile phone company……or toothpaste
Repeat purchases: Believes all are same, repeat
purchase a brand which bought before

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5 Involvement and types of decision making
• Limited Decision Making: Internal and limited
external search, few alternatives, simple decision rules
on a few attributes and little post purchase evaluation.
Run out of butter and, simply examines butter price next time in
the store and selects the cheapest brand…..it can be for coffee too.
• It can be influence by:
Emotional or environmental needs: Bored with the
present brand and buy a new one…..Soap

• Extended decision making: An extensive internal and

external information search followed by a complex
evaluation of multiple alternatives and significant post
purchase evaluation. Home, Personal Computer, DSLR
Camera, Complex Gadgets

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6 The process of problem recognition
• Nature of problem recognition: the result of a
discrepancy between a desired state and an actual state
that is sufficient to arouse and activate the decision
process.
• Actual state: The way an individual perceives his or her
feelings and situation to be at the present time.
• Desired state: They way an individual wants to feel or
be at the present time.

Friday night in western country….if bored then go to

club…..or if you feel like reading novel……then stay
home
• Desire to resolve recognized problem depends on:
• The magnitude of the discrepancy between desired and
actual states (Call per minute 0.11 or 0.12 in mobile phone)
• Relative importance of the problem (Samsung Basic
CHAPTER Phone and Smart Phone)
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7 Activating Problem Recognition

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8 The Process of Problem Recognition
Life style of
individual

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Types of consumer problems
• Active problem: The consumer is aware of or will
become aware of in the normal course of events.
Bundle offer by Grameen Phone Postpaid/Prepaid User.
• Inactive problem: The consumer is not aware. Mobile
phone has [Airplane Mode, Google Location Sharing, Do not
Disturb Mode, Navigation Dock, Eye Comfort, Screenshot etc.]
do not aware of it.

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10 Non-marketing Factors Affecting
Problem Recognition

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11 Impact on Marketing Strategy
• Measuring Consumer Problems
• Activity Analysis (such as preparing dinner,
eating out, washing clothes, cleaning used
plates)
• Product Analysis (Consumer purchased or use of a
particular product or brand…..or giving sample pack
and seek information)
• Problem Analysis (Giving a product name to
indicate which activity, products or brands are
associated with those problems)
• Human Factors and Emotion Research (While
using, the consumers vision, strength, flexibility….etc.
affect the use of products)
CHAPTER • Responding to Consumer Problems
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12
Identifying Consumer Problems

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13 Helping problem recognition
• Generic vs. selective
• Generic: A discrepancy that a variety of brands
within a product category can reduce….drink milk
It is possible when:
• Early stage of PLC
• High percentage of the market share
• External search is limited
• Industry wide cooperative effort
Selective: A discrepancy that only one brand can
solve…..band aid

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Generic versus Selective
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Helping problem recognition
• Approaches to activating problem recognition
• Influence to desired state: Benefit of their
product….fair and lovely…..close up tooth paste
• Influence perceptions of the existing state: Use
of existing product, which only can solve your
problem
• Timing of problem recognition
• We need for insurance after an accident
• We want cold medicine when we are sick but don’t
feel like driving to the store
This problem could be solve by home delivery

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