Problem Recognition

Chapter 3
The nature of problem recognition
The difference between habitual,
limited and extended decision
making
The methods for measuring
problem recognition
The marketing strategies used to
activate
problem
recognition
Copyright 2002
McGraw-Hill Australia
Pty Ltd. PPTs t/a

Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

Purchase Involvement and

Types of Decision Making
Low purchase
involvement
Habitual
decision
making

High
purchase
involvement
Limited
decision
making

Extended
decision
making

Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a

Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

Need/Problem Recognition
What happens during need/problem
recognition?
Need activation
Non-marketing influences
Marketing influences
Is it different for different people?
Implications for marketing strategy
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a
Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

Decision Process
Purchase involvement
influenced by the interaction of individual,
product and situational characteristics

Forms of involvement and outcomes

Habitual decision making
Limited decision making
Extended decision making
Implications for strategy

Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a

Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

Purchase Involvement and

Types of Decision Making
Insert figure 3.1 3/e (but exclude
words from slide 2, 3/e, at top of
figure)

Non-marketing Factors
Affecting Problem
Recognition

Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a

Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins

Marketing Strategy and

Problem
Recognition
Measuring problem recognition

activity analysis
product analysis
problem analysis
human factors research
emotion research

Reacting to problem recognition

Activating problem recognition
Timing problem recognition
Suppressing problem recognition

Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a

Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins