Problem regconition: the first stage in the consumer decision process, it must occur before

decision making can begin; it is the result of a discrepancy between a desired state and an actual
state that is sufficient to arouse and activate the decision process.
People make decisions with little conscious effort. Many consumer decisions focus not on brand
attributes but rather on the feelings or emotions associated with acquiring or using the brand, or
with the environment in which the product is purchased or used.

Purchase involvement the level of concern for, or interest in, the purchase process, once the
purchase process has been triggered by the need to consider a particular purchase,
Purchase involvement >< Product involvement (Brand loyalty is high, but time spent to
make a purchase might be low). Investments would be high in both bc of the resources used
and the risk involved.

Habitual decision-making: a purchase decision effectively involving no decision as such;

occurs when there is very low involvement with the purchase and results in repeat purchasing
behaviour (also called routinised purchase behaviour). Eg: Toothpaste, cereal,…
 brand-loyal decisions made by a consumer who displays a high degree of product
involvement and emotional attachment to that brand. The consumer may have been
highly involved in the selection process and may have used an extensive decision-making
process in the first time of purchase, then the purchases are done automatically. It is very
difficult for a competitor to gain their patronage. High degree of product involvement,
low purchase involvement.
 repeat-purchase decisions a pattern of consumer behaviour that involves the
purchase of the same good or service over time, with or without loyalty to that good or
service. High purchase involvement, low product involvement (low brand loyalty).

Limited decision making: decision making that covers the middle ground between
habitual decision making and extended decision making; in its simplest form (lowest
level of purchase involvement), it is very similar to habitual decision making—for
example, a consumer may select a product without seeking information beyond internal
memory that it ‘tastes good’; no other alternative may be .. Change in brand bc of
emotional or environmental needs: new, trendy brands. Decision may also evaluate a
purchase in terms of the actual or anticipated behaviour of others.

Extended decision making the response to a very high level of purchase involvement;
an extensive internal and external information search is followed by a complex evaluation
of multiple alternatives; after the purchase, uncertainty about its correctness is likely, and
a thorough evaluation of the purchase will take place.
actual state the condition the consumer perceives themself to be in at this point in time,
desired state the condition the consumer would like to be in at this point in time.
(page 146)
Types of consumer problems:
Inactive problem a problem of which the consumer is not aware, more work for marketer,
convince ppl that they have the problem, and the brand is the best for the problem.
Active problem a problem the consumer is aware of, or will become aware of, in the normal
course of events, less work, to convince the brand is the best for the problem.

Marketing strategy and problem regconition

Activity analysis that focuses on a particular activity, such as preparing dinner, mowing the lawn
or washing your hair; the survey or focus group attempts to determine what problems consumers
face during the performance of that activity,
Product analysis similar to activity analysis but examines the purchase and/or use of a particular
product or brand; consumers may be asked about problems associated with using, for example,
their lawnmower or their hairdryer,
Problem analysis analysis that starts with a list of problems and asks the respondent to indicate
which activities, products or brands are associated with these problems; takes the opposite
approach from product analysis and activity analysis,
Human factors research that attempts to determine human capabilities in areas such as vision,
strength, response time, flexibility and fatigue, and the effect of such things as lighting,
temperature and sound on these capabilities
Emotion research attempts to discover the role played by emotions in the consumer decision
process

Responding to consumer problems

Once a consumer problem has been identified, the marketer may structure the marketing mix to
solve the problem. This can involve developing or altering products, modifying channels of
distribution, changing pricing policy or revising advertising strategy

Activating problem recognition

Generic versus selective problem recognition
Generic problem recognition the recognition of a discrepancy that a variety of brands within a
product category could resolve,
A firm will try to influence generic problem recognition when the problem is latent or of low
importance, and:
• it is early in the product life cycle •
the firm has very high market penetration
• an external search after problem recognition is likely to be limited
• an industry-wide cooperative effort is being made
 Expansion of the market.
Slective problem recognition the recognition of a discrepancy that only one brand in the product
category can resolve
=> gain or maintain market share.

Approaches to activating problem recognition

Firms could try to influence the size of the discrepancy by altering either the desired state or the
perceptions of the existing state. It could alter the desired state using advertising to emphasise the
benefit of owning a particular product. To affect the consumer’s perception of the existing state,
the firm could compare its brand’s features with those of competitors’ brands, highlighting the
firm’s superiority on these features. Or it could try to influence the perception of the importance
of an existing discrepancy

Influencing the desired state

- Introducing innovative products that can improve previously not needed needs (no
preservatives or better quality beef in burgers)

Influencing perceptions of the existing state

- Advertisement to make people question about their existing state and want to move to the
desired state by ultizing FOMO.

Timing of problem recognition

People with cold want medicine, but not feeling like driving to the drug store.
 some chemists make home deliveries
Marketers try to help consumers to solve such problems after they arise.
The more common strategy is to trigger problem recognition in advance of the actual problem
(point-of-purchase displays, reminder for a car check-up before going on holidays).

Suppressing problem recognition

- Information from competitors, consumer organisations and government departments
can trigger problem recognition that particular marketers would prefer to avoid. Brands
with big market share don’t want customers to see the problem of their brand. Packaging
and package inserts can be used to assure the customer about their decision to buy a
product.
- Adapt and change, gov want ppl to be more aware of their health, fast food chains offer
more nutritious alternatives.