Consumer Behaviour in the purchase of High and Low involvement

Introduction Consumer behaviour is defined as the behaviour that consumers showing in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their face-to-face need. Consumer behaviour includes how consumers think (their mental decisions) and feel, and the physical actions that result from these decisions (the purchase). [7] Abraham Maslows hierarchy of ask theory identifies the higher-order needs (ego needs and self-actualisation) and lower-order needs which be physiological, safety, and favorable needs [10]. Both low and high involution purchases atomic number 18 basically aimed to satisfy these needs. commonly however, low involvement purchases unremarkably act to satisfy the lower-order needs while high involvement purchases act to satisfy the higher-order needs. assorted enquiryes defecate been used to study attitudes for a wide chassis of strategic marketing questions. For example, attitude research is fre quently undertaken to bump whether consumers will accept a proposed overbold product idea, to come close why a firms goat reference has not reacted more favourably to its new promotional theme, or to learn how target customers are likely to react to a proposed change in the firms packaging. [7] Past research has demonstrated clearly the wideness of pre-purchase teaching surveys within the buying process. [5] It is a critical musical mark off for consumers, especially in the case of highly involving products and services. Information have by the human mind is processed as a vital input.

The information process rel ates to both the consumers cognitive subst! ance and the complexity of the information to be processed. Consumers almost unknowingly are continually processing product information by attributes, brands, and similarity between brands, difference between services or products. order the attributes included in the brands message and the number of available alternatives vanquish the intensity of information processing. Apart from pre-purchase information searches, marketers are relate with how consumers learn, primarily... If you penury to get a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper