Comparison of High Involvement Consumer Decision Making with Love Involvement Decision Making Essay

Consumers dont necessarily go through all the buying stages when theyre considering get product. They have probably think about many products they want or need but never did much more than that. At other times, they probably look at dozens of products, comp atomic number 18 them, and then decided not to purchase any. They sometimes nominate even skip stages 1 through 3 and buy products on impulse. Purchasing a product with no planning or forethought is called impulse buying.Impulse buying brings up a purpose called level of involvementthat is, how personally primary(prenominal) or interested you are in consuming a product. For example, you might see a roll of videotape at a check-out stand and remember you need one. Or you might see a bag of chips and realize youre hungry. These are items you need, but they are low-involvement products. Low-involvement products arent necessarily purchased on impulse, although they can be. Low-involvement products are, however, inexpensive and p ose a low risk to the buyer if she makes a mistake by purchasing them.Consumers a great deal engage in act response behavior when they buy low-involvement productsthat is, they make automatic purchase decisions based on limited breeding or information they have gathered in the past. For example, if you always order a Diet Coke at lunch, youre engaging in routine response behavior. You whitethorn not even think about other drink options at lunch because your routine is to order a Diet Coke, and you simply do it. If youre served a Diet Coke at lunchtime, and its flat, oh well. Its not the end of the world.By contrast, high-involvement products carry a high risk to buyers if they fail, are complex, or have high price tags. A car, a house, and an insurance policy are examples. These items are not purchased often. Buyers dont engage in routine response behavior when purchasing high-involvement products. Instead, consumers engage in whats called extended chore solving, where they spend a lot of time comparing the features of the products, prices, warrantees, and so forth. High-involvement products can cause buyers a great deal of postpurchase dissonance if they are unsure about their purchases.Companies that sell high-involvement products are aware of that postpurchase dissonance can be a problem. Frequently they try to offer consumers a lot of information about their products, including why they are superior to competing brands and how they wont let the consumer down. Limited problem solving falls somewhere in the middle. Consumers engage in limited problem solving when they already have some information about a good or service but continue to search for a bit more information.Brand names can be very important regardless of the consumers level of purchasing involvement. Consider a low- versus high-involvement productsay purchasing a tube of toothpaste versus a new car. You might routinely buy your favorite brand of toothpaste, not thinking much about the purchas e (engage in routine response behavior), but not be involuntary to switch to another brand either. Having a brand you like saves you search time and eliminates the evaluation period because you know what youre getting.When it comes to the car, you might engage in extensive problem solving but, again, only be willing to consider a certain brands or brands. For example, in the 1970s, American-made cars had such a poor paper for quality, buyers joked that a car thats not Jap (Japanese made), is crap. The quality of American cars is very good today, but you get the picture. If its a high-involvement product youre purchasing, a good brand name is probably going to be very important to you. Thats why the makers of high-involvement products cant become contented about the value of their brands.