Polo when you shop for clothes. On the other hand, the American Cancer Association would
like you to feel a need for a check-up and doesn' t care which doctor you go to.:n the end,
however, marketing is mostly interested in creating and satisfying wants.
The Decision Process
Figure 4.1 outlines the process a consumer goes through in making a purchase decision.
Each step is illustrated in the fol1owing sections of your text. Once the process is started,
a potential buyer can withdraw at any stage of making the
purchase. The tendency
for a person to go through al1 six stages is likely only in certain buying situations-a first-
time purchase of a product, for instance, or when buying high priced, long-lasting, infre-
quently purchased articles . This is referred to as complex decision making.
For many products, the purchasing behavior is a routine affair in which the aroused
need is satisfied in a habitual manner by repurchasing the same brand. That is, past rein-
forcement in learning experiences leads directly to buying, and thus the second and
stages are bypassed. This is called simple decision making. However, if something
appreciably (price, product, availability, services), the buyer may reenter the ful1 decision
process and consider alternative brands. Whether complex 0, simple, the first step is need
identification. I
Need Identification
Whether we act to resolve a particular problem depends upon two factors: (1) the magni-
tude of the discrepancy between what we have and what we need, and (2) the importance
of the problem. A consumer may
a new Cadil1ac and
a five-year old Chevrolet.
The discrepancy may be fai rly
but relatively unimportant compared to the other prob-
Information
search and
processing
Identification and
evaluation of
Complex
alternatives
Simple
decision
decision
making
making
FIGURE 4.1
The consumer decision process
BUYER BEHAVIOR AS PROBLEM SOLVING
77
lems he/she faces. Conversely, an individual may own a car that is two
old and run-
ning very well. Yet, for various reasons, he/she may consider it extremely important to pur-
chase a car this year. People must
these types of conflicts before they can proceed.
Otherwise, the buying process for a
product stops at this point, probably in frustration.
Once the problem is
it must be defined in such a way that the consumer
can actually initiate the action
will bring about a relevant
solution. Note that,
in many cases, problem recognition and oroblem definition occur simultaneously, such as
a consumer running out of
But consider the more complicated probiem involved
with status and image-how we wan t others to see us. For example, you may know that
you are not satisfied with your appearance, but you may not be able to
it any more
precisely than that. Consumers will not know where to begin solving their problem until
the problem
adequately defined.
become involved in the.1eed recognition stage in
ways.
they need
know what problems consumers are facing in order to develop a marketing
mix to help solve these problems. This requires that they measure problem recognition. Sec-
ond, on occasion, marketers want to activate problem recognition. Public Service Announce-
ments espousing the dangers of cigarette smoking is
example. Weekend and night shop
hours are a response of retailers to the consumer problem of limited weekday
oppor-
tunities. This problem has become particularly important to families with two working adults.
Finally, marketers can also shape the definition of the need oc problem. If a consumer needs a new coal, does
define the problem as a need for inex.pensive covering , a way to stay
warm on the coldest days, a garment that will last several years, warm
that will
not attract odd looks from his peers, or an article of c10thmg that will express his personal
sense of style? A salesperson or an ad may shape his
Information Search and Processing
After a need is recognized, the prospective consumer may
information to help iden-
tify and evaluate alternative products, services, and outlets that will meet that need. Such
information can come from family, friends, personal observation,
other sources, such as
Consumer Reports, salespeople, or mass meciia. The promotional component of the mar-
keters offering is aimed at providing information to assist the consumer in their problem-
solving process. In some cases, the consumer already has the needed information based on
past purchasing and consumption experience. Bad experiences and lack of satisfaction can
destroy repeat purchases. The consumer with a need for tires may look for information in
the local newspaper or ask friends for recommendation. If he has bought tires before and
was satisfied, he may go to the same dealer and buy the same brand.
Information search can also identify new needs. As a tire shoppe; looks for infor-
mation, she may decide that the tires are not the real problem, that the need is for a new
car. At this point, the perceived need may
triggering a new informational
Information
involves mental
welJ
the physical activities that consumers
must perform in order to make decisions and
ish desired goals in the marketplace.
It takes time, energy, money, and can oftel" involve foregoing more desirable activities . The benefits of information search, however, can outweigh the costs. For example, engaging in
a thorough information search may save money, improve quality of selection, or reduce tisks.
As noted in the Integrated Marketing box,
Internet is a valuable information
Information Processing
When the search actually occurs, what do people do with the information? How
spot, understand, and recall information? In other words, how do they process information?
This broad topic is important for
buyer behavior
general as well as effective
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