Bài giảng Consumer behaviour - Chương 2: Problem recognition and information search - Nguyen Hoang Sinh
08-Jan-18
Lecture 02
Problem recognition and
Information search
The consumer decision process
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 20
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1
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Learning objectives
• Understand the nature of problem
recognition and information search
• Know the difference between habitual,
limited and extended decision making
• Be aware of the marketing strategies
– used to activate problem recognition
– based on different patterns of search
behaviour
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search
Types of consumer decisions
• Habitual decision making
• Limited decision making
• Extended decision making
• Marketing strategy and types of consumer
decisions
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search
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Types of consumer decisions
• Problem recognition
• Purchase involvement
• influenced by the interaction of individual, product and
situational characteristics
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search
Types of consumer decisions
• Forms of involvement and outcomes
– Habitual decision making—single brand
– Limited decision making
– Extended decision making
• Implications for strategy
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search
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Types of consumer decisions
• Habitual decision making—single brand
– Brand-loyal decisions
– Repeat-purchase decisions
• Limited decision making
• Extended decision making
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search
Purchase involvement and types
of decision making
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 65
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Types of consumer decisions
• Marketing strategy and types of consumer
decisions
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search
The process of problem recognition
• The nature of problem recognition
• The design to resolve recognized
problems
• Types of consumer problem
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The process of problem recognition
• The nature of problem recognition
– Desired state
– Actual state
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search
Process of problem recognition
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 71
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Desire to resolve
recognised problems
• Depends on two factors:
– The magnitude of the discrepancy between
the desired state and the actual state
– The relative importance of the problem
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search
Types of consumer problems
• Active problem
– A problem the consumer is aware of, or will
become aware of, in the normal course of
events.
• Inactive problem
– A problem of which the consumer is not yet
aware.
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search
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Types of consumer problems and
action required
• Routine problems
– Expected, require immediate solution
• Emergency problems
– Not expected, require immediate solution
• Planning problems
– Expected, don’t require immediate solution
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search
Types of consumer problems and
action required
• Evolving problems
– Not expected, don’t require immediate
solution
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search
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Non-marketing factors affecting
problem recognition
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 72
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Uncontrollable determinants
of problem recognition
• Factor influencing the desired state
• Factors influencing the actual state
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Factors that influence the desired state
• Culture/social class, e.g. importance of
cleanliness
• Reference groups, e.g. a change after
graduation
• Family/household, e.g. family brands
• Change in financial status, e.g.
retrenchment
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Factors that influence the desired state
• Previous purchase decisions
• Individual development
• Motives: refer to Maslow’s needs
• Emotions: seek positive experiences?
• The situation
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Factors influencing the actual state
• Past decisions
• Normal depletion
• Product/brand performance
• Individual development
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Factors influencing the actual state
• Emotions
• The efforts of consumer groups
• The availability of products
• The current situation
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Marketing strategy and
problem recognition
• Measuring problem recognition
– Activity analysis—study of meal preparation
– Product analysis—problems using it?
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search
Marketing strategy and
problem recognition
• Measuring problem recognition
– Problem analysis—product/brand solutions?
– Human factors research—suit users
– Emotion research—how people feel about it
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search
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Responding to consumer problems
• Activating problem recognition
– Generic problem e.g. dairy foods
• when the problem is latent or of low importance
– Selective e.g. one brand solution
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search
Responding to consumer problems
• Activating problem recognition
– Timing of problem recognition,
e.g. winter colds
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search
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Responding to consumer problems
• Suppressing problem recognition
– Avoid upsetting habitual buyers
– Anticipate and counteract negatives
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Information search
• Nature of information search
– Internal versus external search
– Internal search
• Use of information from memory
– External search
• The search process is focused on external stimuli
relevant to solving the problem
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search
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Information search
• Nature of information search
– Ongoing search or exploratory research
– Search for information conducted to acquire
information for later use
– Because the process itself is pleasurable
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search
Information search
• The type of information sought
– Evaluative criteria
– Appropriate alternatives
– Characteristics of alternatives
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Information search
• The type of information sought
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 93
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search
Information search
• The type of information sought
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 95
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search
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Information search
• The type of information sought
Source: Quester et al., (2014),
Consumer Behaviour: implications
for marketing strategy 7th ed,
McGraw-Hill Education, page 95
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search
Information search
• Sources of information
– Memories of past searches, personal
experience and low-involvement learning
– Personal sources
– Independent sources
– Marketing source
– Experiential sources
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search
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Information search
• Sources of information
– Information searches on the internet
– Information searches on mobile devices
• Marketing strategy and information
searches on the internet
• Marketing strategy and mobile search
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search
Costs vs benefits of external search
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 104
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Newspaper ads increase readers’
awareness of sales
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 106
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search
Strategies (in evoked set)
• Maintenance strategy
• Capture strategy
• Preference strategy
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search
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Strategies (in evoked set)
• Maintenance strategy
– Defend against disruptive tactics
– Constant activity + interest
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search
Strategies (in evoked set)
• Maintenance strategy
• Capture strategy
– Constant supply + quality
– Continue limited search
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