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CONSUMER BEHAVIOR

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Consumer involvement & Problem Solving VariationsConsumer involvement & Problem Solving Variations

I. Routine problem solving

II. Limited problem solving

III.Extended problem solving

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Irwin/McGraw-Hill

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High versus Low InvolvementHigh versus Low Involvement

High Involvement purchase occasions can be expensive, have serious personal consequences, and/or reflect one’s social image. These occasions typically involve extensive information search, consideration of several product attributes and brands.

An example would be the purchase of an automobile or stereo system.

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High versus Low Involvement High versus Low Involvement

Low Involvement purchase occasions typically involve little information search or consideration of various brands, except on the basis of price. They usually don’t involve any personal consequences. They tend to be privately consumed.

An example would be the purchase of soap or toothpaste.

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I. Routine problem solving (RPS)I. Routine problem solving (RPS)

This is when consumers buy a brand they have purchased before, it usually involves little / no information seeking & is performed quickly.

Consumers are brand-loyal & tend to buy in a habitual, automatic & unconscious way.

Products are usually low-priced & frequently purchased item. Exist in low involvement purchase situations. E.g.

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II. Limited problem solving (LPS)II. Limited problem solving (LPS)

Usually, it also involves internal & limited external search, few alternatives, simple decision rules on a few attributes, & little post-purchase evaluation.

Consumers typically seek some information / rely on friend’s given information to evaluate alternatives. Several brands might be evaluated depends on their attributes(characteristic).

Exist in middle/low Involvement purchase situations. E.g.

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III. Extended problem solving (EPS) III. Extended problem solving (EPS) Usually initiated by motive that is fairly central to the self-

concept & the eventual decision is perceived to carry a fair degree of risk.

The consumer tries to collect as much information as possible, both from memory (internal search) & from outside sources (external research).

Exist in high-involvement purchase situations. E.g.

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Consumer involvement, knowledge, and problem-solving variationsConsumer involvement, knowledge, and problem-solving variations

Routine problem solving(e.g., milk and bread)

Routine problem solving(e.g., milk and bread)

Limited problem solving(e.g., small appliances)

Limited problem solving(e.g., small appliances)

Extended problem solving(e.g., stocks and bonds)

Extended problem solving(e.g., stocks and bonds)

Con

sum

er in

volv

emen

t

Consumer knowledge

High

HighLow

Low

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High Low

Characteristics of Extended Limited Routine purchase decision problem problem problem process solving solving solving

High Low

Characteristics of Extended Limited Routine purchase decision problem problem problem process solving solving solving

Number of brands Many Several One examined

Number of brands Many Several One examined

Number of sellers Many Several Few concerned

Number of sellers Many Several Few concerned

Number of product Many Moderate One attributes evaluated

Number of product Many Moderate One attributes evaluated

Number of external Many Few None information sources used

Number of external Many Few None information sources used

Time spent searching Considerable Little Minimal Time spent searching Considerable Little Minimal

Consumer Involvement

Comparison of problem-solving variationsComparison of problem-solving variations

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