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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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    Households make decisions about high and low involvement products differently. A survey of households found that for high involvement products like TVs and air conditioners, consumers engage in extensive problem solving, consider many brands and sellers, evaluate many product attributes, and spend considerable time researching. For low involvement products like chips and fast food, consumers engage in routine problem solving, consider few brands and sellers if any, don't evaluate many attributes, and spend minimal time researching. The level of involvement in a purchase depends on characteristics like the product's importance, personal relevance, differences between alternatives, and financial consequences.

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    Consumer Involvement (1)

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    Consumer Involvement (1)

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    Households make decisions about high and low involvement products differently. A survey of households found that for high involvement products like TVs and air conditioners, consumers engage in extensive problem solving, consider many brands and sellers, evaluate many product attributes, and spend considerable time researching. For low involvement products like chips and fast food, consumers engage in routine problem solving, consider few brands and sellers if any, don't evaluate many attributes, and spend minimal time researching. The level of involvement in a purchase depends on characteristics like the product's importance, personal relevance, differences between alternatives, and financial consequences.

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    © All Rights Reserved
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    54 views23 pages

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

    Uploaded by

    Sreenandan Nambiar
    Households make decisions about high and low involvement products differently. A survey of households found that for high involvement products like TVs and air conditioners, consumers engage in extensive problem solving, consider many brands and sellers, evaluate many product attributes, and spend considerable time researching. For low involvement products like chips and fast food, consumers engage in routine problem solving, consider few brands and sellers if any, don't evaluate many attributes, and spend minimal time researching. The level of involvement in a purchase depends on characteristics like the product's importance, personal relevance, differences between alternatives, and financial consequences.

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    © All Rights Reserved
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    of 23

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

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

    Types of Buying

    Questionnaire 1 Type of Buying


    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

    Instinct /Availability Buying


    Generally, the decision on the brand or type of product is made on the spot. The reason would be price or availability or both at times. Low cost products Low involvement products

    Least affected by the success or failure of the product. Most difficulty faced in marketing these products

    User Based Buying


    Targeted at the user though the buyer is different Promotions by marketers targeted at the user

    AD on User based Buying

    AD on Income Based Buying


    Buying based on the Family Income

    Brand Based Buying

    Ad on Prescribed Buying

    Status Based Buying


    Satisfy the esteem need of an individual Expensive items Involves customization Generally one time buying

    Results of Questionnaire 1
    Television

    Health Drinks for children

    Results of Questionnaire 1
    Washing Machine

    Diamond Jewellery

    Results of Questionnaire 1
    Cooking Ingredients

    Mineral Water

    Involvement

    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.

    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

    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

    Questionnaire 2 Involvement
    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

    Results of Questionnaire 2
    Chips/Chocolates

    Eatout / FastFood

    Results of Questionnaire 2
    TV/Washing Machine

    Air Conditioner

    Thank You !!

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