What is a decision? - Levels of consumer decision-making
3 important questions on What is a decision? - Levels of consumer decision-making
On a continuum of effort ranging from very high to very low, we can distinguish three specific levels of cdm:
- Extensive problem-solving
- limited problem solving
- routinized response behavior
Extensive problem solving:
When consumers have no established criteria for evaluating a product category or specific brands in that category or have not narrowed the number of brands they will consider to a small, manageable subset. --> car, house etc.
Routinized response behavior:
consumers have experience with the product category and a well-established set of criteria with which to evaluate the brands they are considering. In some situations, they may search for a small amount of additional information; in others, they simply review what they already know. Buying a refi ll of laundry detergent, toothpaste or hand soap are all examples of products consumers purchase more or less based on routine.
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