Chapter 5, Question 4.1:

Chapter 5, Question 4.1: Describe the three categories of consumer decision-making behavior. Name the typical products for which each type of behavior is used.

Extensive: Extensive decisions are very complex. This type of decision making is usually associated with buying an unfamiliar, and/or very expensive product. This requires extensive research and deliberation. Examples of this would be a new computer, cell phone, high end items and luxury goods.

Limited: Decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category. Examples would include switching brands of toothpaste when your product is out of stock, finding a generic subsititue for a cold or allergy remedy, buying a new pair of jeans, etc.

Routine: The type of decision making exhibited by consumers buying frequently purchased, low cost goods and services. Requires little research and decision time. Examples of this would be pencils, pens, paper plates, paper towels, towels, soap, hand lotion, etc.