Retrieval and Problem Solving Orientations Problem Solving Model Problem Recognition External Search...

Retrieval and Problem Solving Orientations

Problem Solving Model

ProblemRecognition

External Search

Evaluation ofAlternatives

Choice

ExtensiveProblemSolving

LimitedProblemSolving

RoutineProblemSolving

PostpurchaseEvaluation

ExternalStimuli

SensoryReceptors

Short-TermMemory

Long -TermMemory

Information Processing

LearningRetrieval

1

Problem Recognition(Buyer Readiness)Customer Sees a

Significant Difference Between the Current State of

Affairs and Some Desired State of

Affairs.

Consumer’s Current State Consumer’s Desired State

Perceived Discrepancy

Problem Recognition

Changes in Current State

• Depletion of stock• Dissatisfaction• Increase in finances• Decrease in finances• Marketing inputs

Changes in Desired State

• New need circumstances• New want circumstances• New product opportunities• Purchases of other products• Marketing inputs

Determinants of Problem Recognition

2

3

• Need for substantial information and time to choose

• Fewer expectations• Attention is less guided• Less apt to be involuntarily

interrupted• Uses only three to four

attributes in the evaluation• Relies more on brand

recognition than on attitudes

Extensive Problem SolvingBuying behavior exhibited

by customers who are considering a purchase in an

unfamiliar category.



ProblemRecognition

External Search


Choice





ExternalStimuli

SensoryReceptors

Short-TermMemory

Long -TermMemory


LearningRetrieval

4

• Developed hierarchy for the category of brandsClass = autosCategory (form) = subcompact, SUV, sportsWithin Category = recognizable attributes, benefits provided

• The product hierarchy controls the consumer’s search, attention, memory utilization, and choice

• Characterized by considerable information seeking and time to choose

Limited Problem SolvingBuying behavior exhibited by

customers when they are confronted by a new brand in a familiar category.

• Characterized by little or no information seeking and quick problem solving

• Evoked set of brands well developed

• Brands tend to be more standardized and there are few product changes compared to LPS

• Price and availability are more likely to produce product shifts



ProblemRecognition

External Search


Choice





ExternalStimuli

SensoryReceptors

Short-TermMemory

Long -TermMemory


LearningRetrieval

5

Routine Problem SolvingBuying behavior exhibited by

customers when they are confronted by familiar brands in a familiar

product category, and already have formed an evoked set of the familiar

brands

Problem-Solving Processes in Purchase Decisions

• Extensive decision making– Usually involves a substantial amount of

search behavior.

– Involves several choice decisions and substantial cognitive and behavioral effort.

– Likely to take rather long periods.

Problem-Solving Processes in Purchase Decisions (cont.)

• Limited decision making

– Amount of effort ranges from low to moderate.

– Involves less search for information than extensive decision making.

– Choices typically are carried out fairly quickly.

Problem-Solving Processes in Purchase Decisions (cont.)

• Routinized choice behavior

– Requires very little cognitive capacity or conscious control.

– A previously learned decision plan is activated from memory and carried out relatively automatically to produce the purchase behavior.

Problem-Solving Processes - Implications for Marketing Strategy (cont.)

• Extensive decision making

– Satisfy consumers’ special needs for information

– Informational displays at the point of purchase– Free samples, coupons, or easy trial.

Problem-Solving Processes - Implications for Marketing Strategy

• Limited decision making– Advertisements to increase top-of-mind

awareness– Stimulate impulse purchases.

• Routinized choice behavior– Develop strategies for producing prominent

environmental stimuli– Efficient distribution system.



ProblemRecognition

External Search


Choice





ExternalStimuli

SensoryReceptors

Short-TermMemory

Long -TermMemory


LearningRetrieval

11

External SearchThe Process Where a Customer

Searches for Appropriate Information to Make a Reasonable

Decision.

Might Search for Information from:

•Commercials•Friends Recommendations•Brochures, Internet



ProblemRecognition

External Search


Choice/Purchase





ExternalStimuli

SensoryReceptors

Short-TermMemory

Long -TermMemory


LearningRetrieval

12

Evaluation of AlternativesAn assessment on salient criteria

compared to alternatives

Forming a Consideration Set of Brand Choice Alternatives



ProblemRecognition

External Search


Choice/Purchase





ExternalStimuli

SensoryReceptors

Short-TermMemory

Long -TermMemory


LearningRetrieval

14

Choice

Selection of a preferred brand and outlet



ProblemRecognition

External Search


Choice/Purchase




Post-purchaseEvaluation

ExternalStimuli

SensoryReceptors

Short-TermMemory

Long -TermMemory


LearningRetrieval

15

Post-purchase EvaluationReflection on the purchase decision

Retrieval and Problem Solving Orientations Problem Solving Model Problem Recognition External Search...

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