Page 179 - Foundations of Marketing

146 Part 3 | Customer Behavior and E-Marketing

in Figure 6.1 , this process can be affected by numerous
influences, which are categorized as situational, psycho-
logical, and social. Second, the actual act of purchasing
is usually not the first stage of the process. Third, not all
decision processes lead to a purchase. Individuals may
end the process at any stage. Finally, not all consumer
decisions include all five stages.

Problem Recognition

Problem recognition occurs when a buyer becomes aware
of a difference between a desired state and an actual condi-
tion. The speed of consumer problem recognition can be
rapid or slow. It is possible that a person has a problem
or need but is unaware of it until marketers point it out.
Marketers use sales personnel, advertising, and packaging
to help trigger recognition of such needs or problems. Take
a look at the advertisement for Carbonite, a company that
provides computer backup services, for an example of a
common consumer problem. The advertisement is making
AP Images/PRNewsFoto/Carbonite, Inc liquid spills on a laptop, ruining it. This is a fairly common
the viewer aware of a possible future scenario in which a

experience among users of electronics, but something that
most people do not consider until it is too late. This adver-
tisement is admonishing consumers to be proactive and to
back up data in preparation for the day that something bad

Problem Recognition happens to their computer.
This advertisement is attempting to stimulate problem recognition Information Search
regarding the protection of one’s computer.
After recognizing the problem or need, the buyer will
decide whether or not to pursue satisfying that need. If the
consumer chooses to move forward, he or she will next search for product information to
help resolve the problem or satisfy the need. For example, if a consumer realizes that he does,
indeed, need to back up the files on his computer, he will conduct a search on different prod-
ucts and services that could fulfill this need.
An information search has two aspects. In an internal search , buyers search their memories
for information about products that might solve their problem. If they cannot retrieve enough
information from memory to make a decision, they seek additional information from outside
sources in an external search . The external search may focus on communication with friends
or relatives, comparison of available brands and prices, marketer-dominated sources, and/or
public sources. An individual’s personal contacts—friends, relatives, and coworkers—often
are influential sources of information because the person trusts and respects them. However,
consumers should be wary not to overestimate the product knowledge of family and friends.
Consumers may also use marketer-dominated sources of information, such as salespeople,
advertising, websites, package labeling, and in-store demonstrations and displays because they
typically require little effort. The Internet has become a major resource during the consumer
internal search An information
search in which buyers search buying decision process, with its many sources for product descriptions and reviews and the
their memories for information ease of comparing prices. Buyers can also obtain information from independent sources—for
about products that might solve instance, government reports, news presentations, publications such as Consumer Reports,
their problem and reports from product-testing organizations. Consumers frequently view information from
external search An informa- these sources as credible because of their factual and unbiased nature.
tion search in which buyers Repetition, a technique well-known to advertisers, increases consumers’ information
seek information from sources retention and recall. When they see or hear an advertising message for the first time, recipi-
other than their memories ents may not grasp all of its important details, but they recall more details as the message is

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