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Marketing and Marketing Strategy

Select two products which you have recently bought or rented, one a "High Involvement" purchase, and one a "Low Involvement" purchase, in the following product categories:

High Involvement (expensive or otherwise important): Examples:

- Automobile
- Home or apartment
- Jewelry

Low Involvement (relatively inexpensive or routine):

- Candy bar
- Fast food
- Newspaper or magazine

Excluding the title page, any appendices or references write a four page paper in which you do the following:
First Page:
- Applying the teaching materials, explain why the first product you chose was a High Involvement purchase and why the second was a Low Involvement purchase.

- Using the five stage model of the Purchase Decision Process in the model of consumer buying behavior, describe in detail the process you went through in buying each product. Bear in mind that the purpose of the assignment is to demonstrate the depth of your understanding of the teaching materials.

Second Page:
- Identify and discuss the differences between the way you went through the purchase decision processes for the two products.

Third and Fourth Pages:
- Assume now that you are a marketer of both 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 for the two products. (Note that the presentation "Uses of a Model of Consumer Buying Behavior" is relevant to this part of the assignment).

I was looking at the "Automobile" for the high involvement purchase as I have recently bought a new Audi S5 and I guess "Fast Food from Subway" for the low involvement.

Solution Preview

Step 1
The first product that you should consider is the Audi S5 and the second product that you bought is the Subway's B.M.T. The purchase of Audi S5 is a high involvement product because it is expensive, can have serious personal consequences, and can reflect on your social image. This is a high involvement purchase because I spent significant time in searching for information and identifying and evaluating alternatives. The second product that I purchased was Subway's B.M.T. It is a low involvement product because it involves habitual buying. I do not have a strong attitude towards the Subway's B.M.T. sandwich and I don' t spend time in evaluating alternatives. It is a low cost frequently purchased item.

When purchasing the Audi S5, the first stage I went through was problem recognition. I wanted to buy a new car since my old car was repeatedly requiring repairs. The second stage was an information search. I went through cars on the internet and visited three dealers and saw the cars they offered. In the third stage which was the evaluation of alternatives, I compared Audi S5 with BMW 335i coupe, the Mercedes-Benz E 550 coupe and the Lexus IS F. In the fourth stage I made the purchase decision based on my assessment of the layout of the care, its body style, and 4.2 L VB FSI engine. During the fifth stage which is the post purchase behavior, I have compared the performance of the Audi S5 with my expectations and I am satisfied with the purchase. In case of Subway's B.M.T. purchase, the first stage problem recognition was that I was hungry; the second stage information search was that a Subway was close by, in the third stage evaluation of alternatives, I also considered the Subway Club and Roasted Chicken, and in the fourth stage purchase decision, I bought the Subway's B.M.T. In the fifth stage namely post-purchase behavior, I was satisfied with Subway's B.M.T. (320 words)

Step 2
You should consider the large difference in the manner in which you went through the purchase decision process in Audi S5 and Subway's B.M.T. In case of the Audi S5 ...

Solution Summary

Product involvement is discussed step-by-step in this solution. The response also has the sources used.