A fundamental issue among efforts to activate need

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Unformatted text preview: mediums at their disposal in accomplishing this but all methods have one thing in common – to make consumers aware of something [Kotler, 2000:179 and Nelson, 2001:B1]. This “creation” is the result of active and inactive problems. Active problems refer to problems the consumer is aware of or will become aware of in the normal course of events. Inactive problems deal with problems in which the consumer is not yet aware of [Hawkins et al., 2001:511; Rotella & Zaleski, 2002:75; and Schickedanz, 1994:274]. To demonstrate this concept, consider a child walking past a café. The child did not think of or feel like buying an ice cream until she saw the big ice cream advertisement outside. A fundamental issue among efforts to activate need recognition is whether an attempt is made in stimulating primary or selective demand. Marketing activities that centre on primary demand are, in essence, attempting to elicit generic need recognition. An example is the way in which youngsters are targeted by the milk industry and encouraged to drink more milk. Selective need recognition, however, occurs when the need for a 79 precise brand within a product category (selective demand) is stimulated [Engel et al., 1995:181]. An illustration of this concept is when a child is happy with his choice of packet of chips until he sees how another potato chip brand is offering a free toy in their packet. Where physiological needs such as the need for food and water are involved, the problem recognition may be a slow dawning or may lead to a sudden impulse for the consumer. This occurs when the consumer, realising that the current position or feeling is not the desired one, decides to do something to change it through a purchase [Clark, 2000:134]. A child, for example, may slowly decide to purchase something to eat, as he gradually gets hungry, or he might do so immediately upon getting hungry. At times, consumer problem solving involves careful evaluation and weighing of utilitarian (or functional) product attributes. Utilitarian needs are related to basic functions and material benefits. When you are thirsty, for instance, you would want something that will help quench your thirst [Churchill & Peter, 1998:144]. Often the term rational decision-making is used when this is the case. At other times, hedonic benefits (needs related to the desire for pleasure and self-expression) will dominate, and the consumption object is viewed symbolically in terms of sensory pleasures, daydreams or aesthetic considerations [Frogas & Ciarrochi, 2001:239 and Wang & Chen, 2000:169]. An example is someone who enjoys drinking pleasant smelling gourmet coffee sold at ‘BP’s Wild Bean Café’. It is important to note that this situation can meet both utilitarian and hedonic needs. Buying and consumption generally reflect a mixture of both the utilitarian and the hedonic. Many potential factors can act as catalysts in activating the recognition of needs or simply prompt consumers in satisfying a need or want. The most relevant categories that a...
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This test prep was uploaded on 04/04/2014 for the course SOCIAL SCI 23 taught by Professor Salman during the Winter '10 term at University of the Punjab.

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