Topic 3 Problem Recognition.docx

Topic 3 – Problem Recognition PURCHASE INVOLVEMENT Purchase involvement refers to the level of concern, the level of interest, the amount of effort, time and/or money consumers spend in the purchase process. Purchase involvement is subject to individual consumers (Which means different consumers may display different levels of purchase involvement for the same product category). Remember we learned about the P-P-S model 'Consumer behaviour is person-product-situation specific'. For most consumers, buying lipsticks is under limited decision making type (medium purchase involvement). For some consumers who are too careful, too value-conscious, they may spend much more time more effort, etc. Topic 3/Activity 1: Categorise the following situations into 4 types of problems and then 3 types of decisionmaking.

Mary wants to lose weight so that she can wear sexy bridal gowns in her wedding this December.

Bruce just notices that he does not have his John is a heavy Jessica likes to toothbrush and he is in smoker. He is have a new hair a hotel now. This hotel running out of style for a party does not provide cigarettes. tonight. toothbrushes in hotel rooms.

Victoria drives an aging car. She considers purchasing a new one.

Phuong got flu Nguyen just from heavy rain realizes that his last night. She bike is running out needs medicine of petrol. now.

The Smiths is planning for their family holiday. This year they want to have new experiences. They like to explore a country in Asia.

Sandra will go to Tram is a Singapore in The Smiths is planning housewife. She October. She for their family holiday. always buys Omo needs travel They want to visit and Comfort. insurance and Vietnam this time. visa.

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Ben has Kellogg’s cereal every morning. He likes to shop at Lottemart every Sunday.

Topic 3/Activity 2: DESIRED AND ACTUAL STATES IN PROBLEM RECOGNITION DECISION STAGE

Desired state

Desired state lifts. Disequilibrium. Problem recognition.

Equilibrium. No problem recognition. Actual state

Actual state drops. Disequilibrium. Problem recognition.

Question 1: You bought something to express your personality to feel good about yourself. You recognised a problem because your desired state lifted and you want a positive emotional experience. What influenced your desired state? Uncontrollable factors

Influenced my desired state

Culture/social class: Change in reference groups Change in household characteristics Change in financial status Previous decisions

Sets broad boundaries on what is acceptable Creates a need for different behaviours and purchases

Emotions

Seeking positive emotional experience

Motives

Maslow’s lower-level motives are satisfied, so highlevel motives begin to dominate Example: The weather

May create new needs or wants May be positive or negative.

Purchasing a product/brand may trigger need for a complementary purchase Individual development Our lifestyle change as we evolve through our life stages

Changing situation

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