CHAPTER 14
CONSUMER DECISION PROCESS AND PROBLEM
RECOGNITION
1 TYPES OF CONSUMER DECISIONS
1.1 Nominal Decision Making
1.1.1 Brand Loyal Purchases
1.2 Limited Decision Making
1.3 Extended Decision Making
2 THE PROCESS OF PROBLEM RECOGNITION
2.1 The Nature of Problem Recognition
2.2 Types of Consumer Problems
3 UNCONTROLLABLE DETERMINANTS OF PROBLEM RECOGNITION
4 MARKETING STRATEGY AND PROBLEM RECOGNITION
4.1 Discovering Consumer Problems
4.1.1 Activity and Product Analysis
4.1.2 Problem Analysis
4.2 Responding to Consumer Problems
4.3 Helping Consumers Recognize Problems
4.3.1 Generic versus Selective Problem Recognition
4.4 Suppressing Problem Recognition