Decision Making/Problem Solving Notes
What influences decision making?
Consumer decision process has 5 steps for most consumers:
1.
2.
3.
4.
5.
Becoming aware of, or interested, in the problem (Problem recognition).
Recalling and gathering information about possible solutions (Information search).
Evaluating alternative solutions – perhaps trying something out.
Deciding on the appropriate solution (Purchase).
Evaluating the decision (Post purchase evaluation).
Three levels of problem-solving:
1. Routine response – low involvement problem solving. Typical when a consumer has lots
of experience in how to meet a need and has no need for additional information (buying
your favorite cereal when you run out) or if the purchase has little importance or
relevance (salt).
2. Limited problem-solving – customer is willing to put some effort into deciding the best
way to satisfy a need. Consumer has some experience with solving this problem, but
isn’t sure which choice is best at current time (deciding where to go for lunch).
3. Extensive problem solving – for a completely new or important need, the consumer is
willing to put a lot of effort in to deciding how to satisfy it (buying a house, car, TV).