Consumer Behavior
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What are some examples of high and low involvement purchases that your organization has made in the past?
What decision-making process did your organization follow to make these purchases?
How do organizational buyers collect information to make purchasing decisions?
Watch the following video: http://blog.ted.com/2006/09/malcolm_gladwel_1.php
Write at least 300 words discussing the major ideas that Malcom Gladwel brings to consumer behavior.
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Solution Summary
Examples of high and low involvement purchases and how the decision making process affected these decisions. The major ideas of Malcom Gladwell on consumer behavior. References are included.
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What are some examples of high and low involvement purchases that your organization has made in the past?
High involvement purchases are those which are more expensive and entail more risk than most products. Low involvement purchases are the opposite. They have low cost and it is easy for the buyer to decide on it because it is less risky and most of the time, these types of products are those that are commonly bought as they are the most needed items.
Among the high involvement purchases of our company in the past were: LCD projector, risographing machine, photocopiers, computers, cars, buses, and the highest purchase was a new lot and had constructed a new school in another location and additional new facilities, equipment and furniture. The low involvement purchases were the office supplies, maintenance expenses, salaries, and other necessities.
What decision-making process did your organization follow to make these purchases?
For the low involvement purchases, most of them were based on habitual decision making since these products are the usual products that are needed in the offices and in the maintenance of the organization. With the high involvement purchases, the process goes this way: It starts with need recognition & awareness of the problem, then the information search follows where they research about the product. They research about the product in terms of price, features and competing alternative ...
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