What are the types of Consumer Decisions?

Consumer decisions can be categorized into three primary types: 

• Routinized Response – This is the kind of decision where you don’t really have to think much about it. 
• Limited Problem Solving – This type of purchase decision involves a little more thinking or a little more consideration. 
• Extensive Problem Solving – This is when we’re making a decision to purchase and we are really going to labor over that decision. 

Each of these is discussed further below. 

What is a Routinized Response?

This is the kind of decision where you don’t really have to think much about it. That is, it’s a routine. In the context of making a purchase, this is when we make the decision to purchase without going through the consumer decision-making process. Generally, it means we simply follow or repeat a previous course of action. Think of going to the store and buying the same type or brand of grocery item that you buy every week. You do this as a routine, rather than identifying alternatives and comparing them. 

What is Limited Problem Solving?

This type of purchase decision involves a little more thinking or a little more consideration. Maybe we consider different products in making our purchase. Maybe we consider how much to buy. Whatever our considerations, we’re going to spend more time and effort making this decision or making this purchase. 

What is Extensive Problem Solving? 

This is when we’re making a decision to purchase and we are really going to labor over that decision. That is, we are really going to consider it thoroughly. We may do a great deal of research. We may consult friends or look at customer reviews. We generally use this approach when it is something that we have never bought before, its very technical in nature,  or when it is a very expensive item (like a car). Generally, this type of decision involves the most time, information, and effort in the evaluation of alternatives.