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  • How Do Households Take Decisions On High Involvement & Low Involvement Products

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    Sreenandan Nambiar
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    The document discusses how households make decisions regarding high involvement and low involvement products. It conducted surveys of households to classify products based on the type and level of involvement in purchase decisions. For high involvement products, consumers engage in extensive problem solving, evaluate many alternatives and attributes, use many information sources, and spend significant time researching. For low involvement products, decision making is routine with minimal searching and few alternatives or attributes considered. The level of involvement depends on importance, consequences, and how it reflects social image.

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    Consumer Involvement

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    The document discusses how households make decisions regarding high involvement and low involvement products. It conducted surveys of households to classify products based on the type and level of involvement in purchase decisions. For high involvement products, consumers engage in extensive problem solving, evaluate many alternatives and attributes, use many information sources, and spend significant time researching. For low involvement products, decision making is routine with minimal searching and few alternatives or attributes considered. The level of involvement depends on importance, consequences, and how it reflects social image.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    Download as ppt, pdf, or txt
    50 views18 pages

    How Do Households Take Decisions On High Involvement & Low Involvement Products

    Uploaded by

    Sreenandan Nambiar
    The document discusses how households make decisions regarding high involvement and low involvement products. It conducted surveys of households to classify products based on the type and level of involvement in purchase decisions. For high involvement products, consumers engage in extensive problem solving, evaluate many alternatives and attributes, use many information sources, and spend significant time researching. For low involvement products, decision making is routine with minimal searching and few alternatives or attributes considered. The level of involvement depends on importance, consequences, and how it reflects social image.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    of 18

    How do households take decisions on high involvement & low involvement products

    CARRY OUT A SURVEY OF A FEW HOUSEHOLDS TO SUPPORT YOUR VIEWS

    Survey Questionnaires
    Questionnaire 1
    Questionnaire 1 involved 30 super-ordinate products asking the respondents to classify amongst the type of buying one would be involved in making the buying decision Instinct / Availability based buying User / Consumer based buying Income based buying Brand buying prescribed buying Status buying

    Questionnaire 2
    Questionnaire 2 involved 15 super-ordinate products asking the respondents to specify the amount of time and energy involved in making the buying decision High involvement Medium involvement Low involvement

    Consumer Purchase Decision Process


    Behind the visible act of making a purchase lies a decision process that must be investigated. The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. : Five Stages of Consumer Purchase Decision Process
    Problem Recognition Post Purchase Behavior Information Search

    Purchase Decision

    Evaluation of Alternatives

    Involvement & Problem Solving


    Consumers may skip or minimize one or more steps in the purchase decision process depending on the level of involvement the personal, social, and economic significance of the purchase

    Three characteristics of high-involvement purchase is expensive, can have serious personal consequences, or could reflect on ones social image.

    High & Low Involvement Decisions


    Involvement: The level of importance or interest generated by a product or a decision. Consumer Information Processing: The cognitive processes by which consumers interpret and integrate information from the environment.

    High & Low Involvement Decisions


    High-involvement Decisions:
    Characterized by high levels of importance thorough information processing, and substantial differences between alternatives.

    Low-involvement Decisions:
    Occur when relatively little personal interest, relevance, or importance is associated with a purchase.

    Consumer Involvement
    High CHARACTERISTICS OF THE CONSUMER PURCHASE DECISION PROCESS Number of Brands Examined Number of Sellers Considered
    EXTENDED PROBLEM SOLVING LIMITED PROBLEM SOLVING

    Low
    ROUTINE PROBLEM SOLVING

    Many Many Many

    Several Several Moderate

    One Few One

    Number of Product Attributes Evaluated


    Number of External Information Sources Used Time Spent Searching Emotion Felt

    Many
    Considerable Many

    Few
    Little Little

    None
    Minimal Few

    Types of Consumer Choices


    Six Generic Consumer Behavior Choices:
    Product Brand Shopping area Store type Store Nonstore source (catalogs, PC, & TV shopping)

    Attitudes
    Consumer Attitudes: Learned predispositions to respond favorably or unfavorably to a product or brand.
    Attitudes have valence; they can be positive, negative, or neutral. Strong attitudes are resistant to change. Attitudes can erode over time if not reinforce.

    Attitudes Marketing Implications


    1. Attitudes are based on beliefs consumers hold about the attributes or features (price, level of services, quality) of the products they are evaluating.
    2. Attitudes are primary causes of behavior causing consumers to buy or not buy products

    Experiential Choices
    Consumers frequently make choices based on their emotions and feelings. Affect Referral:
    Consumers elicit from memory their overall evaluations of products and choose the alternative for which they have the most positive feelings.

    Impulse Purchases:
    Choices made on the spur of the moment, often without prior problem recognition.

    Time-inconsistent Choices:
    Choices consumers make which act against their own better judgment and engage in behavior they would normally reject.

    Cultural Influences
    Culture:
    The values, ideas, attitudes, and symbols that people adopt to communicate, interpret, and interact as members of society.

    Culture is learned and transmitted from one generation to the next. Socialization
    The process of absorbing a culture

    Consumer Socialization:
    When socialization is applied to marketing and consumer behavior.

    Values
    Shared beliefs or cultural norms about what is important or right The List of Values (LOV):
    Self-respect Warm relationships Self-fulfillment Sense of belonging Respect from others Excitement Security Sense of accomplishment Fun and enjoyment in life

    Types of Buying

    Intuitive Buying

    User Based Buying

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