Consumers are highly involved when the product is expensive, bought infrequently, risky and highly self-expressive. Here marketing communications should aim to supply beliefs and evaluations that help the consumer feel good about his or her brand choice. Television is more effective than print media because it is a low-involvement medium that is suitable for passive learning.
There is good evidence that consumers have low involvement with most low-cost, frequently purchased products. This buyer will pass through a learning process characterized by first developing beliefs about the product, then attitudes, and then making a thoughtful purchase choice.
They go to the store and reach for the brand. Consumers do not form a strong attitude towards a brand but select it because it is familiar.
This can be accomplished by linking the product to some involving issue, as when Crest toothpaste is linked to avoiding cavities. In advertising a low-involvement product, a number of things should be observed. The product can be linked to some involving personal situation, for instance, by advertising a coffee brand early in the morning when the consumer wants to shake oft sleepiness.
An important product feature might be added to a low-involvement product, such as by fortifying a plain drink with vitamins, These strategies at best raise consumer involvement from a low to a moderate level, they do not propel the consumer into highly involved buying behaviour.
Advertising planning should be based on classical conditioning theory where the buyer learns to identify a certain product by a symbol that is repeatedly attached to it.
Consumers have little involvement in this product category. The marketing strategy is different for the market leader and the minor brands in this product category.
The consumer has some beliefs, chooses a brand of cookies without much evaluation, and evaluates it during consumption.
F01 example, a person buying a personal computer may not know what attribute to look for. If they keep reaching for the same brand, it is out of habit, not strong brand loyalty. The market leader will try to encourage habitual buying behavior by dominating the shelf space, avoiding out-of-stock conditions, and sponsoring frequent reminder advertising.
Consider the purchase of salt. So the buying process is brand beliefs formed by passive learning, followed by purchase behaviour, which may be followed by evaluation.
The marketer of a high-involvement product must understand the information-gathering and evaluation behaviour of high-involvement consumers. Challenger firms will encourage variety seeking by offering lower prices, deals, coupons, free samples and advertising that presents reasons for trying something new.
Some buying situations are characterised by low consumer involvement but significant brand differences. Consumers go through complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands.
An example occurs in purchasing cookies. The ad campaigns should go for high repetition with short- duration messages.Factors Influencing Consumer Buying Behaviour of Luxury Branded Goods Influence buying behaviour of consumer of luxury branded goods as brands were and still are the means by which owners of livestock mark their animal to.
A Case Study on Consumer Buying Behavior towards Selected FMCG Products ultimedescente.comi, Dr. Ajay Kumar Tyagi, Vivek Pandey India’s ultimedescente.comore it is neccesary to identify the changes in consumer buying behaviour towards FMCG Laptops which are replaced more frequently than.
Consumer buying behaviour for laptop’s STAGES OF THE CONSUMER BUYING PROCESS Problem Recognition Post- Information Purchase Search Evaluation Evaluation Purchase of alternatives Purchase Decision the evoked set.
example the undergraduate who wanted to buy a laptop would gather information about laptop brands. Assael distinguished four types of consumer buying behaviour based on the degree of buyer involvement and the degree of differences among brands.
The four types are named in the following table and described in the following paragraphs. The students coming to the institutes belong to different social, cultural and economical background.
Hence, the study of preferences for a laptop at SIC can help understand what the youth sees while buying laptop. Objectives: Primary Research Objective: To study the consumer behaviour while buying a laptop at Symbiosis Infotech Campus.3/5(4). The objective is to study the brand perception on the consumer buying behaviour with reference to laptop market in India.
A structured questionnaire is designed to collect the primary data. Based on the data collected table are drawn and inferences are made.Download