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Consumer Involvement

The document discusses consumer involvement in the purchasing process, noting it depends on factors like importance of the item and complexity. It identifies 4 types of purchases based on involvement - from extensive problem solving for high involvement items like laptops and cars, to routinized or impulse buys with lower involvement. The document also mentions different roles consumers can play in family buying decisions, such as initiator, influencer, decider, buyer, user, and disposer.

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Aŋoop Krīşħŋặ
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59 views1 page

Consumer Involvement

The document discusses consumer involvement in the purchasing process, noting it depends on factors like importance of the item and complexity. It identifies 4 types of purchases based on involvement - from extensive problem solving for high involvement items like laptops and cars, to routinized or impulse buys with lower involvement. The document also mentions different roles consumers can play in family buying decisions, such as initiator, influencer, decider, buyer, user, and disposer.

Uploaded by

Aŋoop Krīşħŋặ
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Consumer Involvement

 The time and efforts taken by consumer in taking a purchase decision.

 This depends on the importance of item, value, complexity of item , buying situation etc

4 types of Purchase based on involvement

 Extensive Problem Solving- High Involvement. ( Laptop, Car)

 Limited Problem Solving- Info already available. Familiar with Brands. Only fine tuning.(shirt,
watch)

 Routinized Buying Behavior- repeat purchase, same brands. Eg. FMCG goods

 Impulse Buying- without any plans to buy. Instant purchase.( at Airport)

Involvement ( Roles) in family buying

Initiator, Influencer, Decider, Buyer, User, Disposer

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