The paper "Consumer Behaviour That Drives Them to Make Purchase Decisions" is an outstanding example of an essay on marketing. Understanding consumer behavior is one of the most important considerations for a business when developing a marketing plan. This paper examines consumer behavior that drives them to make purchase decisions. Five advertisements displaying different products from different companies are used to illustrate consumer purchasing behavior. Differences between high- and low-involvement buying Before engaging in an advertisement campaign, it is vital for marketers to gauge the impact of their brands on consumers.
One way of achieving this end is to categorize the brands as either high- or low-involvement products. There are several factors that differentiate products in the two categories. To start with, high-involvement products are highly-priced while low involvement products are priced modestly in a particular product group (Saxena 2009, p. 148). Within the entertainment industry, for instance, colored TV is a high-involvement product but pocket transistors are not. Secondly, high-involvement products have complex features and hence require consumers to spend more time in familiarizing and internalizing them. It is for this reason that computers, cars, colored televisions, DVD Players, motorcycles, refrigerators, and washing machines come with product manuals describing their features.
Unlike these products, low involvement products do not have complex features and consumers perceive them as being easy to use. Toilet soaps and sweets, for instance, do not require product manuals (Dahlen, Lange & Smith 2010, p. 295). Also, there is a large difference between alternative products within this category. For instance, there is a large difference between British and Chinese phones (Saxena 2009, p. 148). Alternative products within the low involvement product category are similar.
Saxena (2009, p. 149) notes that consumer brand loyalty is low for low involvement products due to the perceived lack of difference between products. Thus, consumers frequently switch between brands. As Saxena (2009, p. 149) explains, consumers perceive high-involvement products to be highly risky and thus spend more time arriving at purchasing decisions. Products in the low-involvement category are low-risk purchase items. Good examples of low-risk items include razors, crisps, newspapers and hand cream. Lastly, high-involvement products reflect the self-concept of a consumer. Every individual has a self-image and strives to protect it.
As such, consumers purchase products that reflect their self-concept. A consumer’ s choice of restaurants, houses, cars, clothes, perfumes, and jewelry reflect his or her self-concept. On the contrary, low involvement products do not reflect a buyer’ s self-concept and they are more personal to them. The following adverts reflect these differences