Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

6. Behavior Dimensions of
   the Consumer Market

Text © The McGraw−Hill

Companies, 2002

174 Chapter 6

The basic problem-solving process shows the steps consumers may go through

trying to find a way to satisfy their needs—but it doesn’t show how long this process

will take or how much thought a consumer will give to each step. Individuals who

have had a lot of experience solving certain problems can move quickly through

some of the steps or almost directly to a decision.

It is helpful, therefore, to recognize three levels of problem solving: extensive prob-

lem solving, limited problem solving, and routinized response behavior. See Exhibit

6-9. These problem-solving approaches are used for any kind of product. Consumers

use extensive problem solvingfor a completely new or important need—when they

put much effort into deciding how to satisfy it. For example, a music lover who wants

to download music might decide to buy an MP3 player—but not have any idea what

model to buy. After talking with friends to find out about their experiences with dif-

ferent models, she might do a search on the Internet to see if highly recommended

models were still available, to get the details about features, and even to look for

published product reviews. She might also compare prices listed by firms selling the

players over the Internet. After thinking about her needs some more, she might want

to visit a local dealer to listen to a Sony unit with an optional memory card to hold

more tracks. And if she likes the sound—and the store has a good extended service

guarantee at the right price—she’ll buy it. This is not exactly an impulse purchase!

Consumers use limited problem solvingwhen they’re willing to put someeffort

into deciding the best way to satisfy a need. Limited problem solving is typical when

a consumer has some previous experience in solving a problem but isn’t certain

which choice is best at the current time. If our music lover also wanted some new

compact discs for her car CD player, she would already know what type of music

she enjoys. She might go to a familiar store and evaluate what new CDs they had

in stock for her favorite types of music.

Consumers use routinized response behaviorwhen they regularly select a par-

ticular way of satisfying a need when it occurs. Routinized response behavior is

typical when a consumer has considerable experience in how to meet a need and

has no need for additional information. For example, our music lover might rou-

tinely buy the latest recording by her favorite band as soon as it’s available.

Three levels of problem

solving are useful

Exhibit 6-9 Problem-Solving Continuum

Routinized

response

behavior

Limited

problem

solving

Extensive

problem

solving

Low involvement

Frequently purchased

Inexpensive

Little risk

Little information needed

High involvement

Infrequently purchased

Expensive

High risk

Much information desired

Common features

Gas

mileage

Ease of

service

Comfortable

interior Styling

Brands

Note: Pluses and minuses indicate a consumer’s evaluation of a feature for a brand.

Toyota +++–

Saab + – ++

Nissan –++ –

Exhibit 6-8
Grid of Evaluative Criteria for
Three Car Brands