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Bài giảng Consumer behaviour - Chương 2: Problem recognition and information search - Nguyen Hoang Sinh

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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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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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search  
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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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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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search  
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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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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search  
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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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 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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search  
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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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search  
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