This activity is important because marketing managers need to understand how consumers make decisions about which products to purchase. Oftentimes, consumers skip or minimize one (or more) steps of the consumer purchase decision process due to variations in their level of purchase involvement. Marketing managers must identify which of the three variations of the consumer purchase decision process consumers typically use for their products so that they can market appropriately to their consumers. The goal of this exercise is to identify examples of extended problem solving, limited problem solving, and routine problem-solving purchases. Select the most appropriate category of problem-solving for the behaviors below.
1. Kara's a millennial who loves her smartphone.
2. It's time for an upgrade so she is investigating lots of brands and evaluating a bunch of features.
3. She has spent weeks researching to be ready for her purchase.