Which of the following is the best example of a product a consumer would consider under the extensive problem-solving process?
A. Milk
B. Washing machine
C. Pair of shoes
D. Toilet paper
E. T-shirt
Answer: (B) Extensive problem-solving occurs for a completely new or important need involving high involvement in how to satisfy it. The best answer is a washing machine (B) because there is typically high involvement in such a major purchase. Milk (A) and toilet paper (D) purchases are routinized behaviors requiring little involvement. Buying a pair of shoes (C) and T-shirts (E) involve limited problem-solving.
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Principles of Marketing
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