Inactive Problem Recognition Perspective in Consumer’s Buying Decision: Study Literature

Abstract

Marketing activities are not just sales or advertising, but are focused on fulfilling the needs and wants of consumers. In the fulfillment of their needs, consumers have different preferences of products or services they need. In addition, more and more choices are available for consumers to choose products that suit their needs and wants. With the increasingly diverse range of products and services it is increasingly also the desire of consumers associated with these products and services. Consumers often have a desire for products and services but can not describe clearly so that producers can not understand the desire and can not realize consumer desires. The condition of consumer and producer's lack of understanding in describing the need related to this product is called inactive problem. In active problem, the company only convince consumers that they have problem and company product is the best solution in solving the problem. While the inactive problem, the company must be able to capture the phenomena of consumer behavior associated with problems that can not be disclosed (problem capture) so that the company is able to provide products that can provide solutions to consumer problems. Problem recognition with inactive problem approach has the advantage that defining problem exist in consumer but can not or can not be expressed by consumer if company can reveal and define it become a concept of product development hence will be opportunity that product will have some advantage if company can make it, The benefits are: the product will have brand awareness for the consumer so that the consumer is more loyal to the product, the product will have a long life cycle because the competitor has not thought of the product with the inactive problem design, product replication by the competitor takes a long time, Supernormal profits and the company can make many derivative products.