The paper 'Low and High Involvement Situations of Buying Behavior' is a wonderful example of a Management Essay. The level of involvement is a concept in consumer behavior. This is a psychological condition that leads to the people being motivated and aware of the persons, objects, or situations. The level of involvement indicates the importance that is attached by the person to the person, object, or situation. Marketers are always looking at the purchase patterns of the consumers to determine their shopping behavior. Through this, marketers can be able to sell their products more easily.
Before making a purchase decision, the consumer goes through a process. The consumer must first identify the need before they make the search for information about it. After searching for information about it, the consumer has to evaluate the products. This leads to choosing the product, using, and finally disposing of. This process is in a high involvement situation. For low involvement, purchases are made once a need arises. The consumer does not have to necessarily go through the whole process when making their purchases. Sometimes, the consumer buys without making any forethought which leads to impulse buying.
The level of buying is determined by how one is interested in a product (Schiffman & Kanuk, 2004). This essay will look at both high and low involvement situations of buying behavior by looking at two recent purchases I made where the level of involvement can be characterized as high or low. Many factors are responsible for influencing consumer behavior. The type of decisions that a consumer makes is determined by the experience and knowledge of the product. For some consumers making a decision may involve just a little time while for other, they have to take time to get information and get more involved before making a purchase decision.
I will look into the purchase decision I made involving purchase for a laptop and also buying bread. Making a purchase for a laptop involves a higher risk and I had to take care. The decision involved is fairly complex due to various models available and pricing. A laptop performance has to be taken into consideration. This is not a purchase that I make often which made it even more engaging.
The process I used involved extended problem solving where I spend a lot of time doing comparisons on features, price warranty, and performance. The process caused me great anxiety which can be defined as post-purchase dissonance (Schiffman & Kanuk, 2004). I had a difficult time choosing between the available alternatives. I had to go to the company websites and look for product information. I also checked on the consumer's reviews on the laptop model. The two competing alternatives were Toshiba and Hp Brand each having its own advantages and disadvantages. For the purchase of bread, I realized that I was running out of it in the house.
Low involving decisions such as the purchase of bread do not involve a lot of thinking. Sometimes, the decisions to make the purchases are made out of impulse. One may visit a store and see the grocery. The attraction to the display of the grocery may prompt the buyer to make a purchase. It’ s important to note that not all the products that are purchased on impulse are low involvement products (Schiffman & Kanuk, 2004).
In some cases, consumers making low involvement decisions may be engaged in routine response behavior. The routine response behavior refers to making the purchase decision using limited information that has been gathered in the past. For example, if a consumer usually takes a pizza at a certain place, they may engage themselves in a routine response. The routine to take the pizza from the location may lead them to buy it without searching for any information.
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