Essays on Low and High Involvement Situations of Buying Behaviour Coursework

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The paper 'Low and High Involvement Situations of Buying Behaviour" is an outstanding example of marketing coursework.   Consumer involvement refers to the state of mind, which motivates consumers to identify with product or service offerings, their consumption patterns, and consumption behaviour. Involvement tends to create within consumers an urge to look for and think about the product or service category, as well as varying options prior to making decisions on brand preference and the final act of procurement. Numerous factors tend to influence a consumer’ s behaviour. Some consumers might be able to make quick purchase decisions and other consumers might need to get information, thus detailed decision process prior to making the purchase.

These aspects depend on the experience and knowledge of the consumer. It is essential to note that the level of involvement reflects on how personally important or interested one is in relation to the consuming a product, as well as how much information is essential in the course of making an appropriate decision (Amaldoss and Jain, 2005). Some low-involvement purchases require no planning, as well as previous thought, thus the concept of impulse buying.

For instance, when a consumer is waiting to check out at the grocery store and perhaps sees a magazine with Angelina Jolie or Brad Pitt on the cover and decided to purchase it on the spot because he or she wants the magazine. On the other hand, one might come across a roll of tape at a checkout stand and remember that he or she needs one. Procurement of such products requires low-involvement decisions. From this perspective, it is essential to note that low-involvement decisions might not necessarily relate to the purchases made on impulse, but they can be in an attempt to satisfy the diverse needs of the consumers.

Conversely, high-involvement decisions tend to carry greater risks to the buyers whenever they fail. This is because such products are complex and have high price tags. Some of the products requiring high-involvement decisions include a house, a car, and insurance policy among others. It is critical to note that consumers do not procure such products more often, but they tend to have significant meaning and relevance to the buyer.

In addition, buyers do not engage in routine response behaviour in the course of procuring high-involvement products. Nevertheless, buyers engage in the extended problem solving, which enables them to spend a lot of time in the course of comparing diverse aspects with reference to the features of the products, costs, and warranties. In most cases, high-involvement decisions can cause buyers a substantial deal of anxiety if they are unsure about their purchases. Furthermore, companies that sell high-involvement products are aware that anxiety can be an issue, thus the need to offer substantial or significant information about the products inclusive of how they are superior to the competing brand.

Moreover, sellers provide information on how the products would not let the consumer down. From this perspective, it is critical for the salespeople to utilise answer questions while executing a lot of customer ‘ hand-holding’ . Consumer Involvement Recently, I engaged in diverse purchases requiring substantial decisions prior to the acquisition of the products with the intention of satisfaction of my needs. In the first instance, I was engaged in the procurement of a computer.

In the course of procuring or purchasing the product, I had to go through a critical procedure illustrating consumer behaviour. I would categorize this procurement as a high-involvement decision. In the first instance, there was need recognition. I was able to recognize the need for a computer to enable me to prepare and submit my assignments effectively and efficiently.

References

List of References

Amaldoss, W., and Jain, S., 2005,“Pricing of conspicuous goods: A competitive analysis of social effects.”Journal of Marketing Research, 42(1), pp. 30-32.

Escalas, J., and Bettman, J., 2005,“Self-construal, reference groups, and brand meaning.” Journal of Consumer Research, 32(3), pp. 378-389.

Goldsmith, R., Flynn, L., and Daekwan, K., 2010,“Status consumption and price sensitivity.” Journal of Marketing Theory and Practice, 18(4), pp. 323-338.

Dens, N., and De Pelsmacker, P., 2010,“Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement.”Journal of Brand Management, 18(1), pp. 50-65

Kurt, D., Inmann, J., and Argo, J., 2011,“The influence of friends on consumer spending: the role of agency – communion orientation and self-monitoring.” Journal of Marketing Research, 48(4), pp. 741-754.

Stávková, J., Stejskal, L., &Toufarová, Z. (2008).Factors influencing consumer behaviour. ZEMEDELSKA EKONOMIKA-PRAHA-, 54(6), 276.

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