Article shared by : Show High-Involvement Products and Low-Involvement Products Involvement! Consumers buy either products or services. While making such purchases, consumers display high or low involvement. High-involvement products are those that represents the consumer’s personality, status and justifying lifestyle; for example, buying a home theatre. By contrast, low- involvement products are those that reflect routine purchase decisions; for example, buying a candy or an ice cream. Features/Characteristics of High-involvement Products: 1. High price: Where the products are highly priced consumers display high involvement; for example, buying a designer product. When buying a Mercedes car, a consumer displays high involvement, but not when buying a second-hand car. 2. Technical features: When a consumer is buying products having complex features then they spends time in getting themselves familiarized with the product, which shows high involvement. Such products include computers, refrigerators, washing machines, TVs, music system, cars, DVDs, and so on. Manufacturers provide product manuals to facilitate easy understanding of the product. 3. Major differences between alternatives: High involvement is caused when the consumer notice major differences between alternatives; for example, Swiss and Chinese wrist watches. Consumers spend more time to evaluate the difference to arrive at the right decision. 4. Projection of self: Some consumers are very specific about what they buy; for example, if a consumer claims that he uses only branded products, it means the consumer is ready to pay more for the brand and convince himself that he is not a run-of-the-mill type buyer. The same behaviour is seen while choosing jewellery, cosmetics, perfumes, cars, clothes, restaurants, and so on. As self-image is more dominating than the price of the product, the consumer intentionally pays more because he is ruled by variety and money power. 5. Evaluation of risks: Presence of high risks leads to high involvement. A consumer is interested to evaluate risks to know how to minimize them and if possible to avoid them; for example, hair dyes contain chemicals. A consumer evaluates if its use can result in health problem, and if so, how to avoid such risks. Features/Characteristics of Low-involvement Products: 1. Brand hopping: Some consumers do not display brand loyalty. They switch from one brand to another. Whenever a new consumer product appears in the market, they buy it on trial basis. Brand hopping is common where differences between the brands are minimum. 2. Availability of alternative brands: When a consumer finds similar alternatives within the same product class, they settles for any one brand. In this case, buying process is not time consuming. 3. Effect on consumer’s self-image: This situation generally arises when the consumer is buying daily-consumption items; for example, if they want to buy Marie biscuits, they may pick up Marie by Parle or by Britannia. This is because it neither reflects the status nor damages the consumer’s image. To read this content please select one of the options below:This article investigates the pre‐planning of consumer purchasing for a low‐involvement product group. Evidence is presented from the field of chocolate confectionery on consumer intentions to purchase two new brands and on their actual reported purchases. Previously a very
high level of impulse purchasing had been assumed to occur in this market but this evidence suggests more routinised behaviour which implies pre‐planning. Suggestions are made for forecasting the sales of new brands from consumer intention to purchase data on the basis of the relationships presented here. Implications for management decision making are summarised and the need for further research investigation is stressed. Watkins, T. (1984), "Consumer Purchasing of Low‐involvement Goods: Routine or Impulse?", Marketing Intelligence & Planning, Vol. 2 No. 2, pp. 51-66.
https://doi.org/10.1108/eb045700 MCB UP Ltd Copyright © 1984, MCB UP Limited Related articlesHow do customers buy? Research suggests that customers go through a five-stage decision-making process in any purchase. This is summarised in the diagram below:
 This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!) The model implies that customers pass through all stages in every purchase. However, in more routine purchases, customers often skip or reverse some of the stages. For example, a student buying a favourite hamburger would recognise the need (hunger) and go right to the purchase decision, skipping information search and evaluation. However, the model is very useful when it comes to understanding any purchase that requires some thought and deliberation. The buying process starts with need recognition. At this stage, the buyer recognises a problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to a marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee and chocolate muffins). An "aroused" customer then needs to decide how much information (if any) is required. If the need is strong and there is a product or service that meets the need close to hand, then a purchase decision is likely to be made there and then. If not, then the process of information search begins. A customer can obtain information from several sources: Personal sources: family, friends, neighbours etc Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displays Public sources: newspapers, radio, television, consumer organisations; specialist magazines Experiential sources: handling, examining, using the product The usefulness and influence of these sources of information will vary by product and by customer. Research suggests that customers value and respect personal sources more than commercial sources (the influence of "word of mouth"). The challenge for the marketing team is to identify which information sources are most influential in their target markets. In the evaluation stage, the customer must choose between the alternative brands, products and services. How does the customer use the information obtained? An important determinant of the extent of evaluation is whether the customer feels "involved" in the product. By involvement, we mean the degree of perceived relevance and personal importance that accompanies the choice. Where a purchase is "highly involving", the customer is likely to carry out extensive evaluation. High-involvement purchases include those involving high expenditure or personal risk – for example buying a house, a car or making investments. Low involvement purchases (e.g. buying a soft drink, choosing some breakfast cereals in the supermarket) have very simple evaluation processes. Why should a marketer need to understand the customer evaluation process? The answer lies in the kind of information that the marketing team needs to provide customers in different buying situations. In high-involvement decisions, the marketer needs to provide a good deal of information about the positive consequences of buying. The sales force may need to stress the important attributes of the product, the advantages compared with the competition; and maybe even encourage "trial" or "sampling" of the product in the hope of securing the sale. Post-purchase evaluation - Cognitive Dissonance The final stage is the post-purchase evaluation of the decision. It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as "cognitive dissonance". The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision. What is a highconsumers. In marketing: High-involvement purchases. Complex buying behaviour occurs when the consumer is highly involved with the purchase and when there are significant differences between brands. This behaviour can be associated with the purchase of a new home or a personal computer.
What are highhigh-involvement product. noun [ C ] MARKETING. us. a product that a consumer buys only after carefully considering the choices.
What type of product would customers buy when their involvement is high?High-involvement products include such major purchases as cars and houses, as well as computers, home entertainment systems, and many other domestic products.
Which two statements are characteristics of highWhich two statements are characteristics of high-involvement purchases? The purchase could reflect on one's social image. The purchase can have serious personal consequences.
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True or false: routine purchases are an example of high-involvement purchases.
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