Recognition of difference in actual and ideal state comes from
Business managers need to be skilled, have expertise in problem recognition and solution techniques to be the greatest help in guiding their company towards greater success. Show
In problem recognition, the consumer recognizes a problem or need or want. The buyer recognizes a difference between his or her actual state and some desired state. The need can be generated by internal stimuli when one of the person’s normal needs − hunger, thirst, sex, etc. rises to a high level sufficient to become a drive. A need can also be generated by external stimuli. At this stage, the marketer should evaluate the consumer’s perspective by considering the basic questions like −
Maslow’s Hierarchy of NeedsAmerican Psychologist Abraham Harold Maslow believes that, needs are arranged in a hierarchy form. Only after a human has achieved the needs at a certain stage, does he move to the next one. The pyramid diagram showing the Maslow needs hierarchy. According to Maslow's theory, when a human being goes up the levels of the hierarchy has fulfilled the needs and wants in the hierarchy, one may ultimately achieve self-actualization. Maslow in the end concluded that, self-actualization was not a regular outcome of satisfying the other human needs. Human needs as identified by Maslow are as follow −
Finally, there is the "Aesthetic" level, which is the need for harmony, unity, order and beauty. Do you want full access? Go Premium and unlock all 4 pages Problem recognition is the difference between our actual (the way things are) and our ideal state (the way we want things to be) Actual state: the way things are comes from: Objective analysis of reality (hunger) Subjective analysis of reality (I have nothing to wear) Ideal state:the way we want things to be comes from: Our own goals and aspirations, personal circumstances The difference between the actual and ideal state. Marketers can use strategies so that consumers perceive this to be larger: Change perceptions of the actual state (e.g. your car isn't as safe as you think) Change perceptions of the ideal state (e.g. this new car offers 30 airbags for added protections, this is what you need to protect your family) Problem recognition is the perceived difference between an ideal state and the actual state. When a discrepancy between these two states exist, the consumer may be motivated to resolve it by engaging in decision making. Marketers can help put consumers in a state of problem recognition and motivate them to start the decision making process. After problem recognition the consumer will usually start to search for information. Types of information search depend on the level of involvement: High involvement: high-effort search, enduring Low involvement: low-effort search, temporary, context dependent We have two main places to search for information: Internal:the process of recalling stored information from memory e.g. evaluations, experiences, brand recall Week 6 Problem Recognition & Info Search Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. How does ideal state differ from the actual state?Explanation. The ideal state is what the consumer wishes to have whereas the actual state is what the consumer has in reality. The discrepancy between the two states is known as problem recognition and it affects consumer behavior. Whenever the consumer notices a problem, he/she comes to action.
What are the main difference between the actual state and desired state of need recognition?An actual state is the way an individual perceives his or her feelings and situation to be at the present time. A desired state is the way an individual wants to feel or be at the present time.
What is ideal state in consumer Behaviour?ideal state The way we want things to be. inhibition The recall of one attribute inhibiting the recall of another. internal search The process of recalling stored information from memory. ongoing search A search that occurs regularly, regardless of whether the consumer is making a choice.
When consumers perceive a difference between an actual state and a desired state?Problem recognition occurs if consumers become aware of a discrepancy between the actual state and the ideal state. The greater the discrepancy (verschil), the higher the level of MAO, the more likely they are to act. the way we want things to be/where we want to be. You just studied 62 terms!
|