The document discusses the consumer decision-making process, which comprises five stages from need recognition to post-purchase evaluation. It explores different types of decision-making methods, including routinized choice behavior, limited decision-making, and extensive problem-solving, emphasizing how understanding these processes can help marketers tailor their strategies. Each type of decision-making reflects varying levels of consumer involvement and information processing, impacting brand loyalty and purchasing behavior.

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THE PRESENTATION ON THE TOPIC,
“TYPES OF CONSUMER
DECISION MAKING PROCESS”,
Submitted
by
Name:-Mohd Irfan Wani.
Enroll:-22036113016
Dept.:-Mba(HR and Marketing)
Submitted to:- Sir.Dr.Mir Shakeeb

2. TYPES OF CONSUMER DECISION MAKING
PROCESS
What Is the Consumer Decision-Making Process?
• The consumer decision-making process is a series of steps an
individual undergoes to make a purchase. It is also called the Buyer
Decision Process and covers the five stages a buyer goes through
before, during and after buying your product.
• The process starts with the buyer recognizing their need and ends
with them evaluating their purchase decision. Each step of this
process allows you to make smart moves that position you properly
and ensure the buyer chooses your product at the end of their
decision-making journey.
• Having a good knowledge of how your customers make buying
decisions allows you to create more targeted marketing strategies to
interact with them at each stage of the decision-making process.
Types of Consumer Decision Making
• The following are the types of decision making methods

3. Routinized Choice behaviour or
routinized response behaviour:-
It occurs after sufficient number of ‘trials’ or purchases of a
particular brand. The decision to again buy the product requires
little or no decision making as the routinized choice behaviour
becomes habitual with each subsequent purchase. Routinized
choice behaviour is a characteristic of being loyal to a brand as
well.
With the rapid increase of promotion, the problem lies in
measuring consumer response. An individual’s response to
promotions is indicated by the extent to which promotions play a
role in his or her purchase routine with respect to a brand.

4. Importance of Routinized Choice Behaviour:-
It is important for the marketers so that they avoid marketing
related environmental interruptions such as stockouts that could
force the loyal customers to try their competitor’s brand. In
marketing, it is important to understand the consumer buying
behaviour patterns to increase business and customer loyalty. The
decision making process of customers has different levels i.e.
extensive problem solving, limited problem solving and routinized
choice behaviour.

5. Advantages of Routinized Choice Behaviour:-
• 1. Consumers stick to your brand irrespective of marketing
promotion.
• 2. Companies avoid stockouts so that consumers don’t switch
their brand
• Disadvantages of Routinized Choice Behaviour:-
• 1. Matter of concern for other brands or new brands to establish
itself in the minds of the consumers by influencing their choice.
• 2. Consumers become biased about their choices and mayn’t
even try a new brand even if it is be better.

6. Example of Routinized Choice
Behaviour
• Let consider three consumers who purchases cup noodles from
among brand A, B and C. Consumer 1 strongly prefers brand C
and routinely buys C on every occasion as a routinized choice
behaviour. He/she ignores promotional activities of all the three
brands. Consumer 2 prefers both the brands A and C nearly
equally. He/she uses the promotional activities of A and C to
decide which brand to buy each time. Consumer 3 prefers the
brands A and B nearly equally. He/she uses only the promotional
activities of brands A and B only and not C to decide which one to
buy each time.
• Promotions by brand C do not affect the individual and choice
behaviour of consumer 1 and 3. Promotion by brand C is
effective in inducing a purchase for consumer 2. Each individual

7. may respond differently to the promotions of each brand in a
product class. So, the consumer’s routinized choice behaviour
shows that consumers pay attention to the promotional activities
of one brand while ignore that of the others.

8. Limited decision-making Process
Limited decision-making:- can be formally defined as a
decision-making process that does not include much thought or
consideration on the part of the consumer. Simply stated, limited
decision-making is the description of decision-making used by
consumers when purchasing products that an individual is familiar
with but needs to gather more information about which brand or
model will best fit their needs. In limited decision making,
consumers will combine the information they had before with
information they gather about the product to make their choice.
Limited decision-making is usually practiced when a consumer is
familiar with a product or product category but unfamiliar with the

9. used for occasional purchases. A consumer that applies limited
decision-making usually spends a medium amount of time
deciding on the brand from which they wish to purchase a
product. Such a customer could be familiar with the product or
brand but still want to acquire more information before
purchasing.

10. For instance, consumers with sensitive skin may fall under this
category of purchasing process. People with sensitive skin usually
are more conscious about skin care products. Once they have a
specific brand that they been using, it will take some times for the
person to switch to another unfamiliar brand. Product brand such
as SIMPLE skin care products are the specific product category for
women with sensitive skin. The products have been more than 50
years in the global market and the products are working very well.
If someone is using SIMPLE products and the products really work
well on that person, for that person to switch to another brand for
the same solution might requires a careful evaluation and it won’t
be immediate process.

11. Extensive Problem Solving
Behaviour
Extensive Problem Solving:-
Extensive problem solving is the purchase decision
marking in a situation in which the buyer has no
information, experience about the products, services and
suppliers. In extensive problem solving, lack of information
also spreads to the brands for the product and also the
criterion that they set for segregating the brands to be
small or manageable subsets that help in the purchasing
decision later. Consumers usually go for extensive problem
solving when they discover that a need is completely new

12. Elements of Extensive Problem Solving
Behaviour:-
The various Elements which leads to extensive problem solving
are:
1. Highly Priced Products: Like a car, house
2. Infrequent Purchases: Purchasing an automobile, HD TV.
3. More Customer Participation: Purchasing a laptop with
selection of RAM, ROM, display etc
4. Unfamiliar Product Category: Real-estate is a very unexplored
category.
5. Extensive Research & Time: Locality of buying house, proximity
to hospital, market, etc.

13. Importance of Extensive Problem Solving
Behaviour:-
• It is very important for marketers to know the process that
customers go through before purchasing.They cannot rely upon
re-buys and word of mouth all the time for acquiring new
customers. The customer in general goes through problem
recognition, information search, evaluation, purchase decision
and post-purchase evaluation. Closely related to a purchase
decision is the problem solving phase. A new product with long
term investment leads to extensive problem solving from a
customer. This signifies that not all buying situations are same. A
rebuy is very much differentfrom a first choice purchase. The
recognition that a brand enjoys in a customer’s mind helps the
customer to make purchase decisions easily. If the brand has a
dedicated marketing communication effort, whenever a consumer
feels the need for a new product, they instantly go for it.To help
customers in extensive problem solving, companies must have

14. Example of Extensive Problem
Solving Behaviour
Suppose, that Amber wants to buy a High Definition TV.
The problem being, she has no idea regarding it. This is a
case of extensive problem solving as the amount of
information is low,the risk she is taking is high as she is
going with the opinion that she gathers from her peers, the
item is expensive and at the same time it also demands
huge amount of involvement from the customer. Similarly,
buying high price and long-term assets or products like car,
motorcycle, house etc leads to extensive problem solving

15. “THANKS”