Download - Problem Recognition & Information Search
![Page 1: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/1.jpg)
Chapter 2
Problem Recognition & Information Search
![Page 2: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/2.jpg)
Chapter Spotlights Consumer decision process action
options Problem recognition: actual state versus
desired state and motivation arousal Pre-purchase, post-purchase, and
ongoing information search Internal and external information search Consideration sets Sources of marketplace information
![Page 3: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/3.jpg)
Consumer Decision Process Action Options Start through steps and complete them in
order Start, stop, start, stop, etc. and complete
steps in order Start steps and “loop back” as needed
based on what happens and complete process
Start into the process then stop somewhere along the way and never finish
Do not start the process
![Page 4: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/4.jpg)
Problem Recognition When consumers realize that they need
something! It is the first step in the decision-making
process: Problem recognition Information search Alternative evaluation Choice Outcomes
![Page 5: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/5.jpg)
Motivational Arousal Different people have different benefit
motivations for purchasing different products or services.
Types of benefit motives: To optimize satisfaction To prevent possible future problems To escape from a problem To resolve a conflict To maintain the status quo or satisfaction
![Page 6: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/6.jpg)
Problem Recognition: Actual State versus Desired State
It is the psychological process used to determine the difference between the consumer’s actual benefits state (where you are) and the desired benefits state (where you want to be). Opportunity (vs. problem) recognition
![Page 7: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/7.jpg)
Problem Recognition Influences
Situational influences Consumer influences Marketing influences
![Page 8: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/8.jpg)
Situational Influences Product consumption (e.g., running
out of gas) Product acquisition (e.g., purchasing
a new home may stimulate other purchases)
Changed circumstances (e.g., moving away from home to college)
![Page 9: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/9.jpg)
Consumer Influences
Actual state consumers: those who look to existing products to solve their problems.
Desired state consumers: those who shop for new products to address their problems. They enjoy the shopping experience
![Page 10: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/10.jpg)
Marketing Influences Marketing mix
changes and/or promotion actions may help stimulate problem recognition: Advertising Coupons Free offers sweepstakes
![Page 11: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/11.jpg)
Information Search Information collected
by consumers is the basis for evaluation and choice behavior.
It is important for marketers to know:
Why consumers are searching for information
Where will they look What information
consumers seek How extensively they
are willing to search
![Page 12: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/12.jpg)
Types of Information Search Prepurchase search:
Directed searches: consumer searches for information that will help solve a specific problem.
Browsing: consumer is “just looking” with no immediate intent to buy.
Accidental search: consumer is not actively looking for information, but takes note of information that is formally presented or inadvertently encountered.
Post-purchase search: gathering information on choice made after the purchase.
Ongoing search: continuous information gathering to stay “marketplace-current.”
![Page 13: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/13.jpg)
Internal and External Information Search Internal search: search based on existing
information in memory. Information quantity, quality, relevance,
currency Experts vs. novices
External search: the search of information beyond one’s memory. Personal sources: friends, experts, salespeople Impersonal sources: advertising, in-store
displays, trade reports, the Internet. Experts vs. novices
![Page 14: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/14.jpg)
Why Do Consumers Engage in External Information Search? High perceived value versus perceived cost of
search Need to acquire information Ease of acquiring and using information Confidence in decision-making ability Locus of control (internals vs. externals) Actual or perceived risk Costs of external search Types of products sought Characteristics of the purchase decision
![Page 15: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/15.jpg)
Types of Risk Functional or
performance Financial Psychological Social Physiological Time Linked-decision
![Page 16: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/16.jpg)
Costs of External Search Financial Time Decision delay
(opportunity cost) Physical cost Psychological cost Information
overload
![Page 17: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/17.jpg)
Type of Product Sought Specialty goods: search willingness is high
when consumer has developed strong preferences
Shopping goods: less search willingness for products that the consumer must devote time and effort to compare and contrast.
Convenience goods: consumer is reluctant to spend any time and effort in search and evaluation before purchase.
![Page 18: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/18.jpg)
Characteristics of Purchase Decision If number of
possible solutions is limited – extensive search is acceptable
If need for trial is high – more likely to search
Difficulty of trial high – search is for quality supplier
![Page 19: Problem Recognition & Information Search](https://reader036.vdocuments.net/reader036/viewer/2022082219/5469182daf7959593e8b45cc/html5/thumbnails/19.jpg)
External Search Strategy Consideration set: those brands, outlets, etc.
that have front-of-mind presence and from among which there is intention to choose. Which brands of computers would you consider
purchasing? Also called “evoked set” or “relevant set”
Marketplace information sources: General (face-to-face or mass media) Marketer-controlled (face-to-face or mass media)