While consumer behavior may often appear to be quite irrational to the casual observer, most behavioral scientists agree that consumers are problem solvers seeking to relieve tension caused by their unsatisfied needs. How an individual consumer goes about solving problems depends on the intrapersonal and interpersonal variables that affect that individual. In general, however, most consumers tend to follow a five-step decision process.
1. Becoming aware of need
2. Gathering information about choices
3. Setting criteria and evaluating alternatives –perhaps trying some out
4. Deciding on the solution
5. Evaluating the purchase experience
The length of time it takes to complete the decision process and how much attention is given to each of the five steps depends on the nature of the problem and how much experience an individual has had in trying to solve a particular problem. To understand the process better, it helps to recognize three levels of problem solving:
Extensive problem solving, limited problem solving, and routinized response behavior.
See Exhibit 5-10 in text.
The purpose of this exercise is to illustrate the three levels of consumer problem solving by relating them to your consumer decision experiences in the marketplace.
Please complete the assignment below based on Ch 5. Use this form as your template.
Think of a product you have recently purchased at retail. Name the product, brand name, the product type (e.g., convenience, shopping) and identify if the product is distributed using an intensive, selective, or exclusive distribution strategy.
1. Routinized response behaviour: Product ______________
2. Limited problem-solving: Product _____________
3. Extensive problem-solving: Product ______________________
Discussion Question:
Which of the three levels of problem-solving offers marketers the most opportunity? The least opportunity? Why?