Consumer Behavior Studies: High-Involvement versus Low-Involvement Buying
Consumers don’t essentially undergo all the shopping stages once they’re considering buying a product. You have got in all probability thought of several products you wish or want however never did away with more than that. At different times, you may have checked out dozens of merchandise, compared them, and so set to not purchase anyone of them. At nevertheless different times, you skip stages one through three and purchase from a merchandise on impulse.
High Involvement Buying
By distinction, high-involvement products carry a high risk to consumers if they fail, or have high-value tags. A house, car or a policy could be the best example of this. These things aren’t purchased often. Consumers don’t have interaction in routine response behavior once buying high-involvement merchandise. Instead, buyers get engaged in what’s known as extended problem solving, where they pay plenty of time comparing the options of the merchandise, prices, and warranties, so forth.
High-involvement merchandise will cause consumers a big deal of post-purchase dissonance if they’re unsure concerning their purchases. Firms that sell high-involvement merchandise are aware of the post-purchase dissonance problem. Frequently, they strive to provide buyers plenty of knowledge concerning their purchase of the product, as well as why they’re superior to competitive brands and the way they won’t let the patron down. Sales people generally try to do a plenty of client “hand-holding.”
Low involvement Buying
As Nike says “just do it”, maybe you see a magazine with Angelina Jolie and Brad Pitt on the front and buy on the spot just because you wish it. Buying a product with no planning or forethought is termed ‘impulse buying.’
Impulse shopping brings up an idea known as level of involvement—that is, how vital or interested you’re in buying a product. As an example, you would possibly see a roll of tape at a check-out stand and think you need one or probably see a dairy milk chocolate and feel like eating. These products you wish, however, they’re low-involvement products. Low-involvement products aren’t essentially purchased on impulse, though they can be. Low-involvement products are often cheap and of low risk to the customer if he or she makes an error by buying them.
Brand name still matters
Brand names may be important despite the consumer’s level of buying involvement. Consider an example of a low- versus high-involvement product—buying a tube of toothpaste versus a brand new car. You would possibly habitually purchase your favorite toothpaste brand, not thinking much about the purchase (engaging in routine response behavior), however not be willing to change to a different brand either. Buying a product of known brand saves you “search time” and eliminates the analysis time as you recognize what you’re buying.
When it involves the car, you would possibly have interaction in-depth or get engaged in extended problem-solving. However, again, would be willing to think about preferred brands only. As an example, in the 1970s, American-made cars were treated as craps and had a poor name for quality. Japanese cars were always considered as the best. The standard of American cars is extremely good these days, however, you get the image of the past. If it’s a high-involvement product you’re buying, a decent brand is perhaps important to you. That’s why the manufacturers of high-involvement products can’t become content concerning the worth of their brands.
Consumer behavior studies thus are very important to understand the consumer behavior and the dynamics of high involvement versus low involvement buying decisions.