Consumer Behaviour in the purchase of High and Low involvement

Introduction

Consumer behaviour is defined as the behaviour that consumers display in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal 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 needs theory identifies the higher-order needs (ego needs and self-actualisation) and lower-order needs which argon physiological, safety, and favorable needs [10]. Both low and high elaborateness purchases atomic number 18 basically aimed to satisfy these needs. Normally however, low involvement purchases unremarkably act to satisfy the lower-order needs while high involvement purchases act to satisfy the higher-order needs.

Various enquiryes have been used to study attitudes for a wide variety of strategic marketing questions. For example, attitude research is frequently undertaken to determine whether consumers will accept a proposed overbold product idea, to gauge why a firms target 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 information surveys within the buying process. [5] It is a critical musical note 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 relates to both the consumers cognitive capacity and the complexity of the information to be processed. Consumers almost unknowingly are continually processing product information by attributes, brands, and parity between brands, difference between services or products. sequence the attributes included in the brands message and the number of available alternatives lick the intensity of information processing.

Apart from pre-purchase information searches, marketers are concerned with how consumers learn, primarily...

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