1. Levels of Consumer Decision
Making

2. 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.

3. Cont
1) 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.

4. Cont
2) 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.

5. 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.

6. Thank You

7. Thank You