Consumer Behavior: High and Low Involvement Purchases
The first product I choose for the high involvement purchase is an automobile, and the product I choose for the low involvement purchase is paper. High assets value good that is subsequently obtained to extensive and cautious consideration, for example, a car, automobiles, etc. In the case of High Involvement products, the purchaser is organized to use substantial time and attempt in searching. Automobiles are such products that we need much thought and time to purchase them. In the case of Low Involvement product, which is purchased regularly and by means of a least thought and attempted for the reason that they are not of very important anxiety nor have an immense impact on the customer’s lifestyle.
The consumer buying decision procedure is the phases a purchaser passes in the course of making alternatives on the subject of which goods and services that we are going to purchase. The customer buying process consists of mainly the following steps:
- Problem Identification
- Information Hunt
- Substitute Assessment
- Buy Decision
- Post-purchase Actions
Problem Recognition
This is the first phase of the customer buying process. At this stage, the marketer needs to recognize the differences among people, ideal and reality.
Information Hunt
The information hunt phase clarifies the alternatives open to the customer and may engage both internal and external search. An internal search of the product is mainly through past performances of the products, cost of the products, etc. But, the external search is through information from friends, relatives, etc.
Substitute assessment
In this phase, the customer evaluates the product with other alternative products in the market to select the best one.
Buy Decision
In this phase, the customer makes the decision to purchase the product.
Post-purchase Actions
After purchasing goods, the customer evaluates them with anticipations and is either fulfilled or dissatisfied. This will lead to the subsequent actions of the consumer.