![]() A consumer evaluates if its use can result in health problem, and if so, how to avoid such risks. A consumer is interested to evaluate risks to know how to minimize them and if possible to avoid them for example, hair colors and items for make-up contain chemicals. Risk evaluation: Presence of high risks leads to high involvement. In B2B such products are new software, new service concepts etc and in B2C sales such products include computers, refrigerators and so on.Ĥ. ![]() Technical aspects: When a consumer buys products that have complex features then they spend more time in getting themselves familiarized with the product, which shows high involvement. Consumers spend more time to evaluate the difference to arrive at the right decision.ģ. For example, Android phones and a Windows phones. Major differences between alternatives: High involvement is caused when the consumer notices major differences between alternatives. An example, could be buying a designer product or a car.Ģ. High price: Where the price of the products are high consumers display high involvement. These products represent a mix of rational as well as emotional motivators that contribute to a purchase.ġ. High-involvement products are those that represents the consumer’s finances, personality, status and supporting lifestyle for example, buying a house. High-Involvement Products and their characteristics It is important to know that such involvement encompasses not only the product or service to be purchased but the actual buying process per se as well. While making such purchases, consumers display high or low involvement. The level of involvement reflects how personally important the product or service to be purchased is to the consumer, how interested the consumer is in consuming a product and how much information he wants before making a purchase decision. Depending on a consumer’s experience and knowledge, some consumers may be able to make quick purchase decisions while other consumers may want to get more information and be more involved in the decision process before making a purchase. When buying either products or services, consumers are influenced by a variety of factors. Depicted below is a model of the stages in the consumer decision making process that consumers follow while buying either products or services.
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