How Does A Consumer Decide

By Author: Brent Durell
Total Articles: 172
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Consumer decision making becomes more extensive and complex as purchase involvement increases. The lowest level of purchase involvement is represented by nominal decisions: a problem is recognized, long term memory provides a single referred brand, that brand is purchased, and only limited post purchase evaluation occurs. As one move from limited decision making towards extended decision making, information search increases, alternative evaluation becomes more extensive and complex, and post purchase evaluation becomes more thorough.

Problem recognition involves the existence of a discrepancy between the consumer’s desired state- what the consumer would like (for example your costumers want you to try some different designs for their newsletter printing and not the typical one), and the actual state- what the consumer perceives as already existing (like they want new designs for the newsletter printing but they perceive it as cheap newsletters, that have the same price five years ago).

Both the desired state and the actual state are influenced by ...
... the consumer’s lifestyle and current situation. If the discrepancy between these two states is sufficiently large and important, the consumer will begin to search for a solution to the problem.

A number of factors beyond the control of the marketing manager can affect the problem recognition. The desired state is commonly influenced by culture/subculture, social status, reference groups, household characteristics, financial status/expectations, previous decisions, individual development, motives, emotions, and the current situation.

On the other hand, the actual state is influenced by past decisions, normal depletion, product/brand performance, individual development, emotions, government/consumer groups, availability of products and the current situation.

Before marketing managers can respond to problem recognition generated by outside factors, they must be able to measure consumer problems. Surveys and focus groups using activity product, or problem analysis are commonly used to measure problem recognition. Research on human factors often approaches the same task from an observational perspective. Alternatively, research on emotion usually focuses on the emotional causes of and responses to product purchase and use.

Once managers are aware of problem recognition patterns among their target market, they can react appropriately by designing the marketing mix to solve the recognized problem. This may involve product development or repositioning, a change in store hours, a different price, or a host of other marketing strategies.

Marketing managers often want to influence problem recognition rather than to react to it. They may desire to generate generic problem recognition, a discrepancy that a variety of brands within a product category can reduce; or to induce selective problem recognition, a discrepancy that the only brand in the product category can solve.

Attempts to activate problem recognition generally do so by focusing on the desired state. However, attempts to make consumers aware of negative aspects of the existing state are also common. In addition, marketers attempt to influence the timing of problem recognition by making consumers aware of potential problems before they arise.

Finally, managers attempt to minimize or suppress problem recognition by the current use of their brands. Makers of brands with substantial nominal or limited decision purchases do not want their current customers to recognize problems with their brands. Effective quality control and distribution (limited and out-of-stock situations) are important in these circumstances. Packages and package inserts that assure the consumer of the wisdom of their purchase are also common.

These tips on consumer decision have been used and are still effective to businesses, small or large. If you are a novice in the market world, these tips are ideal.