Levels of Consumer Decision Making

Consumer Decision making process

• The consumer decision making process is complex with varying degree.

Based on the effort put in by the consumer ranging from very high to very low, it can be distinguished into three specific levels of consumer decision making.

Cont1) Extensive Problem Solving ( EPS )

When consumers buy a new or unfamiliar product it usually involves the need to obtain substantial information and a long time to choose.

They must form the concept of a new product category and determine the criteria to be used in choosing the product or brand.

Cont2) Limited Problem Solving ( LPS)

• Sometimes consumers are familiar with both product category and various brands in that category, but they have not fully established brand preferences.

They search for additional information helped them to discriminate among various brands.

Cont

3) Routine problem Solving( RPS)

When consumers have already purchased a product or brand, they require little or no information to choose the product. Consumers involve in habitual and automatic purchases.

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