Problem Recognition Process for the Consumer Assignment

Problem Recognition Process for the Consumer - Assignment Example Thus, realizing that the desired state was a much bigger TV that would be suitable for the interest of both the children and her husband, Alice decided to go for the 32-inch Panasonic flat screen TV, although it cost her considerably. However, the need for a bigger TV was not so urgent, until Alice and her family moved into a bigger house, when they realized that the TV appeared too small for the comfort of watching from the situated sitting positions within the living room. According to the Ordinal utility theory of consumer behavior, situational influences may cause a consumer to realize an existing difference between the real and ideal situation (Lantos, 22). Thus, the movement from one house to the other was a situational factor that caused the need for a new TV to become more urgent. The problem recognition stage was followed by the information search stage, which entailed assessing the available information related both to the different sizes and brand of TVs. The information search stage also entailed evaluating information related to the choice between the purchase of a new TV or a secondhand TV. Thus, Alice had to consult her family, most especially her husband, regarding the most appropriate TV set that should be purchased to replace the small one. Alice also contacted some of her friends in order to here different options available for the range of money she intended to spend on the TV. Evaluation of alternatives entailed low effort processing in evaluating information related to the desirable TV, since advertisement messages were not important considerations in reaching the TV purchasing decision (Roth, 72). Under the evaluation of information, the consideration was the appropriateness of a secondhand TV vs. a new TV, in which the second hand TV appeared to be riskier compared to a new TV, especially regarding quality and durability.