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Consumer's Shopping Experience - Essay Example

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Consumer's Shopping Experience

Thus from the discussion we can arrive at the definitions of the three types of purchases. The low involvement purchase implies the buying process where the purchasers do not perceive the product to be crucial enough and do not relate with it strongly (staff.uny.ac., n.d.). In this type of purchase decision the customer puts the least effort in browsing, comparing and selecting activities. Example of low involvement purchase could be purchasing casual daily wear t-shirts. The medium involvement purchase implies the purchase of products like the grocery items like toothpaste and newspaper etc. that requires medium level of information gathering endeavor and the buyer attaches themselves with the product to a medium level. For a medium level product the buyer puts a moderate level of effort towards the browsing, comparing and selecting procedure. The high involvement purchase deals with high level of involvement of the customer with the product or service they are planning to purchase. These types of products or services are way more expensive than the medium and low involvement products. The time spent on the decision making process is the longest for the high involvement products. ...
Among these categories chocolates, dairy products and ice-creams will be categorized as the high-involvement products, while the Purina pet care will be considered as the medium involvement purchase and the bottled water will be the low involvement purchase. Marketing strategies undertaken by the makers of Nestle would encourage the consumer to search for all the information regarding low involvement purchases, medium involvement purchases and high involvement purchases since the operations and activities of Nestle are quite transparent and all the information are available online. The consumers have the option to make the purchase online through the Nestle nutrition store. For a high involvement purchase the marketer must present some information regarding the product or service which the help the creation of an encouraging attitude for the brand that will consequently result in a purchase. The advertisements in this case should be focused on the factual significance. The problem recognition state in this case reflects the doubt in the mind of the consumer regarding the purchase decision which can only be answered by the availability of detailed information related to price, quality and material of the product. The problem in the case of medium involvement purchase requires an adequate amount of information and a good amount of time for comparing the similar products. In this case the marketer must come up with effective promotional campaigns to influence the decision of the purchasers. The low involvement purchase decision gives rise to the issue of lack of loyalty. In this case the marketer requires creating and maintaining brand reliability among ...Show more

Summary

Answers 1. The purchase behavior of the consumers is influenced by several factors. On the basis of the purchaser’s knowledge and experience quick or slow decisions for purchase are made and for the purpose of making the correct decision, gathering the right information becomes extremely necessary…
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Consumers Shopping Experience essay example
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