ANSWERING ESSAY QUESTIONS
Before you begin your Written Assignment, please review the following instructions:
- Use a standard essay response to all questions (i.e. four to five paragraphs with three to five sentences per paragraph, including an introduction, middle paragraphs, and conclusion).
- All responses must be typed double-spaced, using a standard font and 12 point type size for ease of reading and grading.
- Review the material in the textbook related to the question. You may also want to use other sources to help you answer the question, but the primary source for answering the question should be your textbook. The faculty wants to be sure you understand the concepts covered in the textbook.
Writing Assignment for Unit One
Undergraduate courses: 750 words per question.
- Begin each writing assignment by identifying the question number you are answering followed by the actual question itself (in bold type).
- Use a standard essay format for responses to all questions (i.e., an introduction, middle
paragraphs and conclusion). Use APA format for citations.
Please answer the following: Use the PDF files attached as 1 of the sources the reference is below:
- Consumers experience different forms of problem recognition. Explain each type of problem recognition and give one example of a Purchase for each type: Out of stock, Dissatisfaction, New Needs/Wants, Related Products Purchases, Marketer Induce, New Products.
Use the PDF files attached as 1 of the sources the reference is below:
Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed., pp. 127). New York, NY: McGraw-Hill Education.
- Consumers Experience Different Forms of Problem Recognition. Explain Each Type of Problem Recognition
Typically, every consumer purchase decision undergoes various phases of the decision-making process. These stages include problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation (Stankevich, 2017). The first stage, problem recognition, is vital because it often triggers consumers’ need to purchase a commodity or service and solve a perceived problem. While purchase decisions vary from one consumer to another, it is common for consumers to experience out of stock, dissatisfaction, new needs/wants, related products/purchases, marketer-induce, and new products as the core forms of problem recognition.
Out of stock is one of the common types of problem recognition during the consumer purchasing decision. G.Belch and M.Belch (2018) describe out of stock as a problem recognition that occurs when consumers must replenish their stock by choosing a familiar brand or one to which they are loyal. For example, if a consumer’s cleaning detergents run out of stock, this triggers the need to replenish the stock to enable them to undertake their household duties. In essence, out of stock tends to be a routine type of problem recognition that triggers familiar brands’ purchase.
Besides out of stock, dissatisfaction is also a type of problem recognition. Scholars describe dissatisfaction as a lack of consumers’ contentment with the current state of affairs or products being used (G.Belch & M.Belch, 2018). For example, a consumer may be dissatisfied with a particular body lotion outcome, driving them to search for a different product. G.Belch and M.Belch (2018) also posit that advertisement is among the common triggers of problem recognition in dissatisfaction. For example, a vessi advert may trigger consumers to recognize their lack of contentment with shoes that drench on a rainy day. In turn, the dissatisfaction with their current products may trigger the need for new waterproof shoes such as vessi. Fundamentally, dissatisfaction coupled with advertising enables consumers to realize the need for product purchase.
Furthermore, new needs and wants are also forms of problem recognition during a purchase decision. Sometimes, products purchase may be triggered by a unique condition that stems from social or economic changes. For example, if a family has more children, they may need a larger house to accommodate the family growth. Wants, a desire for something that one lacks, can also trigger problem recognition (G.Belch & M.Belch, 2018). For example, the lack of a laptop may trigger a problem recognition and subsequent purchase decision. Practically, changes in one’s status or the lack of a product or service may trigger a problem recognition.
Moreover, related products or purchases may be potential stimulants of problem recognition. Arguably, the purchase of one product may induce the recognition for the need of another commodity. This problem recognition may mainly stem from the purchase of complementary products that cannot work without their counterparts. For example, if an individual purchases a laptop, they may require the essential software to run it. Similarly, the purchase of a mobile phone may trigger the need for sim cards. Fundamentally, related products or purchases are substantial stimulants of problem recognition.
Marketer-induce is also a common trigger of problem recognition in the consumer purchasing decision. As the literature suggests, this source of problem recognition stems from the marketer’s actions that trigger or encourage consumers to be discontented with their current state or situation (G.Belch & M.Belch, 2018). For example, over the years, marketers have been advertising products that allegedly help clear dark spots and acne. Marketers use these advertisements to trigger consumers’ dissatisfaction with their current skin condition and potentially purchase the advertised product. Other marketers also use adverts to encourage consumers to be different by consuming certain products. For example, Splat uses a technique of persuading consumers to be different by dying their hair. Fundamentally, these marketer-induced problem recognitions trigger consumers to yearn for specific products or remain dissatisfied with their current state of situations.
In addition to out of stock, dissatisfaction, new wants and needs, and marketer-induce, new products are also stimulants of problem recognition. Scholars describe this form of problem recognition as arising from the innovation of products and their introduction in the market, which triggers consumers’ attention (G.Belch & M.Belch, 2018). For example, for years, most people used manual cars that required one to shift gears using the car’s pedals and clutch. However, technological advances facilitated an automatic vehicle that automatically allowed the motor to change its gears. Arguably, such innovation induced consumers to recognize the need for advanced cars because they were more appealing and somewhat easier to use. As exemplified, new product innovation is likely to stimulate problem recognition among consumers and the need for a new commodity.
In summary, out of stock, dissatisfaction, new needs and wants, related product purchases, marketer-induce, and new products are the primary types of problem recognition. Notably, these elements trigger consumers to realize the need for a new purchase, either for a familiar, new brand or other newly introduced innovative products in the market. Moreover, it is evident that besides the internal motivation to purchase, external forces such as advertisements by marketers may induce consumers to recognize a problem or need.
Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education
Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of International Business Research and Marketing, 2(6), 7-14. http://dx.doi.org/10.18775/jibrm.1849-8558.2015.26.3001