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    The document discusses consumer decision processes and problem recognition. It covers types of consumer decisions including nominal, limited, and extended decision making. It also describes active problems that consumers are aware of versus inactive problems they are not aware of. For inactive problems, marketers must convince consumers they have the problem and that the marketer's brand is a superior solution.

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    dau chap 14 cb

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    The document discusses consumer decision processes and problem recognition. It covers types of consumer decisions including nominal, limited, and extended decision making. It also describes active problems that consumers are aware of versus inactive problems they are not aware of. For inactive problems, marketers must convince consumers they have the problem and that the marketer's brand is a superior solution.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    6 views7 pages

    Consumer Decision Process and Problem Recognition

    Uploaded by

    Phước Trần
    The document discusses consumer decision processes and problem recognition. It covers types of consumer decisions including nominal, limited, and extended decision making. It also describes active problems that consumers are aware of versus inactive problems they are not aware of. For inactive problems, marketers must convince consumers they have the problem and that the marketer's brand is a superior solution.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 7

    Chapter 14

    Consumer
    Decision Process
    and Problem
    Recognition
    PART IV:

    CONSUMER
    DECISION PROCESS
    Types of Consumer Decisions
    ● Purchase involvement is

    ● the level of concern for, or


    interest in, the purchase
    process,

    ● triggered by need to consider a


    particular purchase, and so

    ● it is a temporary state
    influenced by the interaction of
    individual, product, and
    situational characteristics.
    Types of Consumer
    Decisions
    1. Nominal Decision Making
    • Brand Loyal Purchases
    Types of Decision • Repeat Purchases
    Making
    2. Limited Decision Making

    3. Extended Decision Making


    The Process of
    Problem Recognition
    Active Problem Inactive Problem
    An inactive problem is one of
    An active problem is one the
    consumer is aware of or will
    which the consumer is not
    become aware of in normal aware.
    course of events.
    Marketing strategy: Marketing strategy:
    Only require marketer to Marketer must convince
    convince consumers that its
    consumers that they have the
    brand is the superior solution.
    problem AND that their brand
    is a superior solution.

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