Buying Behavior and Market Analysis
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*Computer software (e.g. game or app/application)
*Underwear
*Restaurant
1. Explain why the first product you chose was a High Involvement purchase and why the second was a Low Involvement purchase.
2. Identify and discuss the differences between the way you went through the purchase decision processes for the two products.
3. Assume now that you are a marketer of each of the two products that you have discussed in the previous pages. Applying only the teaching materials, specifically the presentation "Uses of a Model of Buying Behavior", explain how you might use your understanding of the Model of Consumer Buying Behavior in marketing the two products
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*Computer software (e.g. game or app/application)
*Underwear
*Restaurant
1. Explain why the first product you chose was a High Involvement purchase and why the second was a Low Involvement purchase.
As per rohan.sds.edu, "Consumer behaviour includes the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions." It helps us in understanding the relationship between buying behaviour and type of purchase. There are five stages of the purchase decision process:
- problem recognition,
- information search,
- alternative evaluation,
- purchase decision, and
- post-purchase behavior.
As per tutor2u, "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 ...
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