Problem Recognition
What is need problem recognition？
The first step in the consumer decision-making process, the outcome of a disparity between the desired state and an actual state that arouses and activates the decision-making process.
What are the 2 types of information searches?
Internal and External
How do consumers distinguish between brands they know and consider versus those they are familiar with during the decision-making process?
Awareness Set and the Unawareness Set
What is need recognition and opportunity recognition？
Opportunity Recognition: the ideal state increasing from the actual state
Need Recognition: The actual state decreasing from the ideal state
Difference between internal and external search
Internal: involves recalling information from their memory or past experiences
External: Consumers actively seek information beyond their own knowledge and experience to make informed decisions about a product or service.
What are the evoked, inept, and inert sets?
Evoked Set: This is the group of brands or products that a consumer considers as potential choices when making a purchase
Inert Set: includes brands or products that the consumer is aware of but feels indifferent about.
Inept Set: consists of brands or products that the consumer has rejected due to negative perceptions or experiences.
Situation: A professional photographer notices that their current camera is starting to malfunction frequently and isn't capturing images with the clarity needed for high-end clients. They realize they must replace their camera to maintain the quality of their work and meet client expectations.
Scenario: As the photographer begins researching new cameras, they come across information about the latest model with advanced features such as higher resolution, faster processing speed, and improved low-light performance. While these features go beyond merely replacing the old camera, they represent an opportunity to elevate their work, attract higher-paying clients, and potentially expand into new photography niches
Need Recognition: The primary trigger is the functional necessity to replace broken equipment.
Opportunity Recognition: The realization that upgrading to a superior model could open up new business opportunities and increase earning potential.
What impacts the extensiveness of a search? Identify and provide at least 2 factors for each characteristic
Market: Number of alternatives, Store Distribution, Information Availability
Product: Price Level, Product Differentiation, "Positivity" of product
Consumer: Previous Experience, Shopping Orientation, Social Status, Age, Perceived Risk
Situational: Temporal Perspective, Task Definition, Physical Surroundings, Social Surroundings, Antecedent State
Starting from all potential alternatives (Brands and Products) identify each set in order.
Potential Alternatives --> Awareness set and Unawareness Set, From Awareness set --> Evoked, Inept and Inert
How do you spell my name?
Inthavanh