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kyle.coughlin
on FreezingBlue Flashcards.
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Purchase involvement
- level of concern for or interest in the purchase process
- triggered by need to consider a particular purchase
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Nominal Decision making
- no decision needed
- already know what they are purchasing
- brand loyalty: always buy same brand
- repeat purchases: bought before so buys it again
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Limited Decision making
- limited amout of search needed to make decision
- middle group between nominal and extended
- involves recognizing problem which there are several possible solutions
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Extended Decision making
- high purchase involvement
- lots of research done
- big ticket ($$$) items
- doubts likely to take place after purchase
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Active problem (consumer problem)
- consumer is aware of or will become aware of in mormal course of events
- you know you have a problem
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Inactive problem (consumer problem)
- the consumer is not aware of the problem
- company needs to tell you that you have a problem
- ex: "have wrinkles? get this product"
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Discovering problems problems (markeing strategy)
- activity analysis
- product analysis
- problem analysis
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Activity Analysis
focuses on a particular activity to determine what problems consumer encounter during the performance of the activity
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Product Analysis
- examines the purchase or use of a particular product or brand
- consumers may be asked about problems associated with using a product or brand
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Problem Analysis
starts with a problem and askes which activities, products, or brands are associated with those problems (cause or eliminate)
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Responding to Consumer Problem
- developing a new peoduct or altering an existing one
- modifying channels of distribution
- changing pricing policy
- revising advertising strategy
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Helping Consumer Recognize Problems
- generic problem recognition: many brands can fix it "got milk?"
- selective problem recognition: only one brand can fix problem "this product is better than all of the rest"
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