Buyer Behavior & Need

Identification

Sanjeev Varshney
Involvement and Types of Decision
Making
The Process of Problem Recognition
Non-marketing Factors Affecting
Problem Recognition
Impact on Marketing Strategy
• Measuring Consumer Problems
• Activity Analysis
• Product Analysis
• Problem Analysis
• Human Factors and Emotion Research
• Responding to Consumer Problems
• Activating Problem Recognition
• Generic versus Selective
• Approaches
• Timing
• Suppressing Problem Recognition
Identifying Consumer Problems
 Activating Problem Recognition
The Direct to Home Calorie Conversion
(DTHCC) model:
GTC and Effem created a Direct to Home
model of customer acquisition using the
GTC Integrated
Marketing platform.
Objective:
- To educate customers about the
Nutritional aspect of the food
- To maintain long term healthy
relationship with the customers
- To Spread advantages of Pedigree all
over the country
- To create a long term sustainable and
scalable marketing model
 Break out group Exercise: Product
& Problem analysis
• In your groups individually collect pictures of 6
products you like or dislike (household goods)
• For the pictures you have collected, share with your
group what you like about the product and what you
dislike about the product
• Now entire group should arrive at common factors
(attributes, features) as to what you like in a
household good.
• Create one slide and send it to the class
• Let,s prioritize in class
Time 15 min
Approaches to Activating Problem
Recognition
• Problem Recognition is a function of :
• Importance
• Magnitude of Discrepancy
• Firms/Marketers can attempt to
• Influence the size of discrepancy by altering the desired
state or the perceptions of the existing state. (Tell the
benefits of the product/generate concern about an
existing state- Your bills are still higher-use CFL)
• Influence the perception of the importance of an existing
discrepancy
Generic versus Selective
 Assignment
• In your groups choose and carry out a detailed activity
analysis for a chosen product/service and suggest a
change in the currently existing product/service class.
• Define the target market it is aimed at
• What value it is adding to the existing product
• Make a small presentation on the same
Note: Please go thru videos on design thinking to
develop a good idea

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Working with Creativity
• Your creative idea can’t just be anything as it needs
to satisfy a couple of questions first, so go and ask
yourself:
• Does it appeal to my target market?
• Does it differentiate me from the competition?
• Does it achieve my overall objectives?
• Does it communicate value?
• Can I work with it across other media and in my
budget

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