How can a marketer influence problem recognition?

Approaches to Activating Problem RecognitionHow can a firminfluenceproblem recognition?Helping Consumers Recognize ProblemsHelping Consumers Recognize Problems

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An activeattempt toactivate problemrecognition3-39

Marketing Strategy and ProblemMarketing Strategy and ProblemRecognitionRecognitionApproaches to Activating Problem RecognitionApproaches to Activating Problem RecognitionHelping Consumers Recognize ProblemsHelping Consumers Recognize ProblemsMany marketing efforts attempt toinfluence the desired state,often advertising the benefits their products will provide andhoping that these benefits will become desired by consumers.It is also possible to influence perceptions of the existing statethrough advertisements.Critics frequently question the ethics of activating problemrecognition, especially for problems related to status or socialacceptance.3-40

Marketing Strategy and ProblemMarketing Strategy and ProblemRecognitionRecognitionTheTheTimingTimingof Problem Recognitionof Problem RecognitionHelping Consumers Recognize ProblemsHelping Consumers Recognize ProblemsConsumers often recognize problems at times when purchasinga solution is difficult or impossible, such as• deciding to purchase a generator during a hurricane• becoming aware of the need for health insurance afterbeing hospitalizedA common marketing strategy is to trigger problem recognition inadvanceof the actual problem3-41

Responding to consumer problems(cont.)•Suppressingproblem recognition–Avoid upsetting habitual buyers–Anticipate and counteract negatives3-42

Marketing Strategy and ProblemMarketing Strategy and ProblemRecognitionRecognitionSuppressing Problem RecognitionSuppressing Problem RecognitionHelping Consumers Recognize ProblemsHelping Consumers Recognize ProblemsOccasionally information is introduced in the market place thattriggers problem recognition that some marketers prefer to avoid.head2rightObviously marketers do not want their current customers torecognize problems with their brands.head2rightEffective quality control and distribution (limited out-of-stock situations) are important in this effort.head2rightPackages and package inserts that assure the consumer ofthe wisdom of their purchase are also common.3-43

Summary of topics in this chapter•What is the nature of problem recognition?•What is the difference between habitual,limited and extended decision making?•What are the key methods for measuringproblem recognition?•What are the uncontrollable factors thateffect problem recognition?•What marketing strategies can be used toactivate problem recognition?3-44

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The Consumer or Buyer Decision Making Process is the method used by marketers to identify and track the decision making process of a customer journey from start to finish. It is broken down into 5 individual stages which we have decided to demonstrate with our latest decision making journey surrounding some rather sorry looking trainers.

1 – Problem Recognition (I need new trainers)

The first stage of the process is working out what exactly you or the customer needs. The customer feels like something is missing and needs to address it to get back to feeling normal. If you can determine when your target demographic develops these needs or wants, it would be an ideal time to advertise to them.

In our case we noticed our running trainers were looking a little worse for wear and we acknowledged the need for a new pair.

2 – Information search (What trainers are out there?)

This is the search stage of the process. One that is continually changing from old fashioned shopping around to the new shop front which is Google (other search engines are available - apparently). Information is not only gathered about stuff and on things but from people via recommendations and through previous experiences we may have had with various products.

In this stage a customer is beginning to think about risk management. A customer might make a pro’s vs. con’s list to help make their decision. People often don’t want to regret making a decision so extra time being put into managing risk may be worth it.

In our case we googled trainer reviews, and searches such as “what is the best trainer for dirt running?” among other searches as well as remembering that we didn’t like Gola or Dunlop shoes and had a nasty experience with a pair of Filas in the 90’s.

3 - Evaluation of Alternatives (Do I need trainers and if so which ones?)

This is the time when questions start being asked. Is this really the right product for me do? Do I need a different product? If the answers are either “No it’s not right” or “yes I need a different product” then stage 2 may recommence. The stage 3 to 2 transition may happen several times before stage 4 has been reached.

Once the customer has determined what will satisfy their want or need they will begin to seek out the best deal. This may be based on price, quality, or other factors that are important to them. Customers read many reviews and compare prices, ultimately choosing the one that satisfies most of their parameters.

In line with our example we started questioning if we actually needed running shoes: are there alternatives out there? Were our original trainers that bad? The answers were Yes/Yes but none I liked/Yes they really were. So the process was able to continue.

4 – Purchase (Buying the trainers)

The customer has now decided based on the knowledge gathered what to purchase and where to purchase what they desire.

At this stage a customer has either assessed all the facts and come to a logical conclusion, made a decision based on emotional connections/experiences or succumbed to advertising/marketing campaigns, or most likely a combination of all of these has occurred.

In our customer journey we purchased some rather nice Asics runners as we had a wonderful experience with them previously, they were well priced on the market and the marketing around Asics trainers has always linked them to being the best option for “real athletic trainers”. The positioning of the product also lent itself to where they were purchased, a sport shop rather than a shoe shop. 

5 – Post Purchase satisfaction or dissatisfaction (Were they the right trainers for us?)

The review stage is a key stage for the company and for the customer likewise. Did the product deliver on the promises of the marketing/advertising campaigns? Did the product match or exceed expectations?

If a customer finds that the product has matched or exceeded the promises made and their own expectations they will potentially become a brand ambassador influencing other potential customers in their stage 2 of their next customer journey, boosting the chances of your product being purchased again. The same can be said for negative feedback which, if inserted at stage 2, can halt a potential customer’s journey towards your product.

To finish our customer journey – we very much like the trainers we have chosen – we would recommend them to a friend, and on purchasing our next set of trainers would probably make a similar brand or product choice. Our satisfaction has made us a brand ambassador for the company who created our wonderful trainers (unless they want to send us a free pair after this article….Size 9 thank you).

So there is the Consumer Decision Making Process in stages with the story of our last trainer purchase thrown in to boot (no pun intended).

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