For which of the following situations is a consumer's purchase behavior most likely to be characterized by extended problem solving?
A)The purchase of laundry detergent
B)The purchase of a new pair of running shoes by a consumer who runs regularly
C)The purchase of a new set of skis by an avid skier
D)The selection of a restaurant for lunch with friends
E)The first time purchase of a personal computer by someone with no prior knowledge of PCs

Question

Quizplus · Accepted Answer

Extended problem solving occurs when a consumer is making a purchase for the first time or is buying a product that is expensive or has high risk associated with it. The first-time purchase of a personal computer would require the consumer to gather a lot of information, compare the features of different models, evaluate the brands, and make a decision about which one to buy, making it the best choice for extended problem solving. The other options are either routine purchases (laundry detergent), involve choosing from brands that the consumer is already familiar with (running shoes, skis), or don't involve significant risk or expense (selecting a restaurant for lunch).

For Which of the Following Situations Is a Consumer's Purchase