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
1
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
2
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
3
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
4
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
7
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
8