CONSUMER DECISION

MAKING
• Consumer Decision making is a process through which the
customer selects the most appropriate product out the several
alternatives.

• The Consumer decision making process consists of a series of

steps that a buyer goes through in order to solve a problem or
satisfy a need.
Types of Consumer Decision Making
Extensive Problem Solving

• In extensive decision making, the consumers have no established or set criteria for
evaluating a product in a particular category.

• Here the consumers have not narrowed the number of brands from which they
would like to consider and so their decision making efforts can be classified as
extensive problem solving.

• In this particular set of problem solving phase, the consumer needs a lot of
information to set a criteria on the basis of specific brands could be judged.
Limited Problem Solving

• In limited problem solving, the consumers have already set the basic criteria
or standard for evaluating the products.

• However, they have not fully set the established preferences and they search
for additional information to discriminate among other products or brands.
Routinized Response Behavior

• consumers have experience with the product and they have set the criteria for
which they tend to evaluate the brands they are considering.

• In some situations, they may want to collect a small amount of additional

information, while in others they may simply review what they are aware about.

• In extensive problem solving, consumer seeks for more information to make a

choice, in limited problem solving consumers have the basic idea or the criteria
set for evaluation, whereas in routinized response behavior consumers need only
little additional information.
Views of Consumer Decision Making

An Economic View

• Firstly, they need to be aware of all the alternatives present in the market

• Secondly, they must be able to efficiently rank the products as per their benefits.

• Lastly, they must also know the best alternative that suits them as per their requirements.