1995157 an example is that of two children that have

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Unformatted text preview: however, do not really experience this process and thus extended problem solving will not be discussed at length [Kotler, 2000:177; Engel et al., 1995:156; Churchill & Peter, 1998:149; Hawkins et al., 2001:507; and Swait, 2001: 135]. ii. Midrange problem solving Midrange problem solving lies between extended problem solving and limited problem solving as indicated in the continuum in figure 2.14. These types of decisions that consumer have to make generally encompass issues that are not of extreme natures (either complicated or very simple) [Engel et al., 1995:157]. An example is that of two children that have to decide on which flavour packet of chips they have to share. iii. Limited problem solving Limited problem solving is defined as a purchase decision process involving a moderate amount of time and effort. It usually involves internal and limited external search, few alternatives, simple decision rules on a few attributes and a little post-purchase evaluation. In most situations, consumers (including children) are engaged in limited problem solving because they have neither the time or the resources, nor the motivation to engage in extended problem solving [Hawkins et al., 2001:506; Levy & Weitz, 1998:122; and Kotler, 2000:177]. Limited problem solving is a buying situation, which occurs less frequently and probably involves more deliberate decision-making than routine problems do. Customers also engage in this type of buying process when they have had some prior experience with the product or service and tend to rely more on personal knowledge than on external information. The goods will usually be moderately expensive (varies amongst consumers) and perhaps will be expected to last for a while. Thus the risks inherent in a “wrong” decision are that much higher (refer to extended problem solving). There will, therefore be some element of information search and evaluation but this is still unlikely to absorb too much time and effort [Churchill & Peter, 1998:149]. 74 In other words, need recognition leads to buying action - extensive search and evaluation are avoided because the purchase does not assume great importance. A note must be made that this is not always the case as the usage occasion may act as an influencer [Desai & Hoyer, 2000:309 and Burgess, 1998:10]. For example, a child may want his mother to buy a particular cold drink for his birthday party because he wants to please his friends. iv. Habitual problem solving Habitual, routine or nominal problem solving is defined as a purchase decision process involving little or no conscious effort [Levy & Weitz, 1998:123]. There is virtually no information search and evaluation and the buying decision is made simultaneously with (if not in advance of) the problem recognition stage. Consumers do not consider this type of purchase an important one and are not highly involved in it [Hawkins et al., 2001:506]. This is one way in which they are able to simplify the pressures of life. The i...
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This test prep was uploaded on 04/04/2014 for the course SOCIAL SCI 23 taught by Professor Salman during the Winter '10 term at University of the Punjab.

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