MKTG204

Chapter 3

Problem Recognition - the first stage of the consumer decision process, its the result of a discrepancy between a desired state and an actual state and an actual state that is sufficient to arouse and activate the decision process.

Types of consumer decisions

The term consumer decision suggests that an individual carefully evaluates the attributes of a set of goods, services or brands, and rationally selects the one that solves a clearly recognized need for the least cost, many costumer decisions focus on the feelings and emotions acquired on using the brand or the environment the product was purchased.
A brand maybe selected on the basis that your friends will like it or that it makes you feel good and not on the attributes it portrays (price, style, functional characteristics).

Consumer decision are often the result of: a single product - you're running low on petrol or you have run out of memory on your computer a convergence of several problems - ageing car or a growing feeling of inadequacy and low self esteem

PURCHASE INVOLVEMENT

PASTE FIGURE

Purchase involvement is the level of concern for, or interest in, the purchase process once the purchase process has been triggered by the need to consider a particular purchase.
Initial interest in involvement was stimulated by early research on television advertising and on low involvement learning. Over the years, involvement has shown to influence a number of behavioural outcomes, including search behaviour and information processing.

High-involvement consumers are believed to be more motivated to search for and actively process product- and store related information. Further more when high involvement consumers are satisfied they are expected to develop brand and store loyalties, and doing so represent important market segments

Although involvement has