Topic 3 – Problem Recognition

PURCHASE INVOLVEMENT

Purchase involvement refers to the level of concern, the level of interest, the amount of effort,
time and/or money consumers spend in the purchase process. Purchase involvement is subject
to individual consumers (Which means different consumers may display different levels of
purchase involvement for the same product category). Remember we learned about the P-P-S
model 'Consumer behaviour is person-product-situation specific'.

For most consumers, buying lipsticks is under limited decision making type (medium
purchase involvement). For some consumers who are too careful, too value-conscious, they
may spend much more time more effort, etc.

Topic 3/Activity 1:
Categorise the following situations into 4 types of problems and then 3 types of decision-
making.

Bruce just notices that

Mary wants to lose
he does not have his
weight so that she John is a heavy Jessica likes to
toothbrush and he is in
can wear sexy bridal smoker. He is have a new hair
a hotel now. This hotel
gowns in her running out of style for a party
does not provide
wedding this cigarettes. tonight.
toothbrushes in hotel
December.
rooms.

Phuong got flu Ben has Kellogg’s

Victoria drives an Nguyen just
from heavy rain cereal every morning.
aging car. She realizes that his
last night. She He likes to shop at
considers purchasing bike is running out
needs medicine Lottemart every
a new one. of petrol.
now. Sunday.

The Smiths is
planning for their Sandra will go to
family holiday. This Tram is a Singapore in The Smiths is planning
year they want to housewife. She October. She for their family holiday.
have new always buys Omo needs travel They want to visit
experiences. They and Comfort. insurance and Vietnam this time.
like to explore a visa.
country in Asia.

1
Topic 3/Activity 2:

DESIRED AND ACTUAL STATES IN PROBLEM RECOGNITION DECISION

STAGE

Desired Desired state lifts. Disequilibrium. Problem recognition.

state

Equilibrium. No problem recognition.

Actual Actual state drops. Disequilibrium. Problem recognition.

state

Question 1: You bought something to express your personality to feel good about yourself.
You recognised a problem because your desired state lifted and you want a positive
emotional experience. What influenced your desired state?
Uncontrollable factors Influenced my
desired state
Culture/social class: Sets broad boundaries on what is acceptable
Change in reference Creates a need for different behaviours and purchases
groups
Change in household May create new needs or wants
characteristics
Change in financial May be positive or negative.
status
Previous decisions Purchasing a product/brand may trigger need for a
complementary purchase
Individual development Our lifestyle change as we evolve through our life
stages

Emotions Seeking positive emotional experience

Motives Maslow’s lower-level motives are satisfied, so high-

level motives begin to dominate
Changing situation Example: The weather