Consumer Problem-Solving Processes

There are three different types of consumer problem-solving processes: routinized response behavior, limited problem solving, and extended problem solving. Consumers usually rely on routinized response behavior when when buying frequently purchased, low-cost items that require very little search and decision effort. For example, a consumer will usually spend almost no time deciding on what soft drink they want to purchase. Buyers use limited problem solving when purchasing products occasionally or when they need information about an unfamiliar brand in a familiar product category. This problem solving usually requires more time for gathering information and achieving a decision. For example, if Procter & Gamble were to introduce a new laundry detergent, consumers may be interested in it, however they may want to gather more information about the product before purchasing it. Extended problem solving is usually employed when purchasing unfamiliar, expensive, or infrequently bought products. For example, purchasing a car, home or college education requires extensive research and time seeking before a consumer can make their final decision.

What do you think about these three consumer problem-solving processes? Which one seems the most important to you and which one do you use more frequently?