MKT 3411 chapter 14

you notice that you are almost out of Colgate toothpaste and resolve to purchase some the next time you are at the store. You don't even consider not replacing the toothpaste or purchasing another brand. At the store, you scan the shelf for Colgate and pick it up without considering alternative brands, its price, or other potentially relevant factors.

-A completely nominal decision does not even include consideration of the "do not purchase" alternative. for example

on a particular activity, such as preparing dinner, maintaining the lawn, or swimming. Then, surveys or focus groups attempt to determine what problems consumers encounter during the performance of the activity.

Activity analysis focuses

when you buy the same brand of toothpaste without consideration because you like it and it hasn't failed you.

Brand loyal purchase:

• We decide we need snow chains when caught in a blizzard. • We become aware of a need for insurance after an accident. • We desire a flower bed full of tulips in the spring but forgot to plant bulbs in the fall. • We want cold medicine when we are sick but don't feel like driving to the store

Consumers often recognize problems at times when purchasing a solution is difficult or impossible, as the following examples demonstrate:

surveys, focus group research, and personal interviews that examine the emotions associated with certain problems

Emotion research: Common approaches are

researchers are beginning to examine how consumers cope with the negative emotions associated with product or service failures. Findings suggest that certain emotions (e.g., anger) are associated with certain coping strategies (e.g., confrontation).

Emotion research: Common approaches are surveys, focus group research, and personal interviews that examine the emotions associated with certain problems. For example,

Concerns over cyber bully-ing have led Facebook, along with Secret deodorant, to develop a campaign called "mean stinks" in an effort to get young girls to realize the seriousness of hateful words about others on social media.

Emotional and psychological development (or lack thereof) also can be related to the need to trigger problem recognition. explain...

-high level purchase involvement -finding all information about a beach trip Where to stay, area, hotel, reviews

Extended Decision Making:

§Culture §Social status §House characteristics §Financial status §Emotions §Motives §Situations

Factors Influencing the Desired State:

recognition involves a difference that a variety of brands within a product category can solve. Ex. Different brands of Walnuts for a salad could all make the salad crunchier

Generic problem :

developing a new product or altering an existing one, modifying channels of distribution, changing pricing policy, or revising advertising strategy.

Helping Consumers Recognize Problems:

recognizing a problem for which there are several possible solutions.

In general, limited decision making involves recognizing a problem for which there are several possible solutions.

some pharmacies will make home deliveries.

In some instances, marketers attempt to help consumers solve such problems after they arise. For example,

as individuals gain skills, their desires related to those skills change. Beginning skiers, musicians, and gardeners typically desire products and capabilities that will no longer be appropriate as their skills increase.

Individual development: for example,

some emotional or situational needs.

Limited decision making also occurs in response to

you may decide to purchase a new brand or product because you are bored with the current, otherwise satisfactory, brand.

Limited decision making also occurs in response to some emotional or situational needs. For example,

a con-sumer who has chosen to raise a family, have nice things, and have a demanding career is likely to have little free time for outdoor activities (actual state). The current situation—a day off work, a big project due, or a sick child—also has a major impact on how consumers perceive the actual situation

Perceptions of the actual state also are determined by a consumer's lifestyle and current situation. Consumers' lifestyles are a major determinant of their actual state because that is how they choose to live given the constraints imposed by their resources. explain

starts with a problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems

Product analysis is different in that it

you may believe that all ketchup is about the same and you may not attach much importance to the product category or purchase. Having tried Del Monte and found it satisfactory, you now purchase it whenever you need ketchup. Thus, you are a repeat purchaser of Del Monte ketchup, but you are not committed to it.

Repeat purchase:

a difference that only one brand can solve.

Selective problem recognition involves

if the brand can offer variety to consumers, they will switch to different options but stay loyal to the brand. Kellogg's and other food marketers offer huge variety to accommodate this uncontrollable element. Just a few of Kellogg's cereals, for example, are their Corn Flakes, Froot Loops, and Special K

The good news for marketers is that the boredom relates to taste and not the brand itself. explain

Activity & Product Analysis Problem Analysis Human Factors Research Emotion Research

Using Market Research to Discover consumer problems

Routinely, Unexpectedly, Due to Feelings

When do problems arise?

is one the consumer is aware of or will become aware of in the normal course of events. is one of which the consumer is not aware.

active problem: inactive problem:

only to convince consumers that its brand is the superior solution.

active problems require the marketer

a consumer's level of interest in a particular product

product involvement:

(I'm sad; I think I'll go to the mall/to a movie/to a restaurant). At other times, such feelings may trigger consumption behaviors without decision making. A person feeling restless may eat snack food without really thinking about it.

due to feelings problems:

research that attempts to discover the role played by emotions in the consumer decision process

emotion research:

a shampoo company could use such an approach to develop products specifically for the hair-related problems associated with swimming in chlorinated pools.

example of activity analysis:

you probably don't want to be bored on Friday night. If you find yourself alone and becoming bored, you would treat this as a problem because your actual state (being bored) and your desired state (being pleasantly occupied) are different.

example of desired state:

while in a store you may notice a point-of-purchase display for Jell-O and pick up two boxes without seeking information beyond your memory that "Jell-O tastes good" or "Gee, I haven't had Jell-O in a long time." In addition, you may have considered no other alternative except possibly a very limited examination of a "do not buy" option.

example of limited decision making:

deals with the interaction of person and machine -can identify functional problems that consumers are unaware of.

human factors research:

to convince consumers that they have the problem and that the marketer's brand is a superior solution to the problem.

inactive problems require the marketer

used when a person buys goods and services that he or she has purchased before but not regularly -Internal & limited external search

limited decision making:

a problem is recognized, internal search (long-term memory) provides a single preferred solution (brand), that brand is purchased, and an evaluation occurs only if the brand fails to perform as expected. Nominal decisions occur when there is very low involvement with the purchase.

nominal decision making:

he way an individual perceives his or her feelings and situation to be at the present time

problem recognition actual state:

the way an individual wants to feel or be at the present time.

problem recognition desired state:

a study dealing with packaging problems could include questions such as: _____ packages are hard to open. Packages of _____ are hard to reseal.

product analysis example

think of your favorite brand of soft drink or other beverage. You may be quite loyal to that brand, think it is superior to other brands, and have strong, favorable feelings about it. However, when you want a soft drink, you probably just buy your preferred brand without much thought.

product involvement example

temporary state of an individual or household. It is influenced by the inter-action of individual, product, and situational characteristics.

purchase involvement is a

A consumer may be very involved with a brand (Starbucks or Dodge) or a product category (coffee or cars) and yet have a very low level of involvement with a particular purchase of that product because of brand loyalty, time pressures, or other reasons

purchase involvement is not the same as product involvement or enduring involvement. explain

the need to get gas as tank approaches empty or the need to replace a frequently used food item, are readily recognized, defined, and resolved

routine problems:

The Sleep Number is the only mattress that can incline or decline

selection problem recognition example

Unexpectedly: when you find out your car needs new tires

unexpected problems:

the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase

what is purchase involvement?