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Name: Professor: Institution: Course: Date: Marketing entails creating of awareness of the value of a certain product or service to customers by the use of a certain medium. It has several various terms which should be well understood by both buyer and sellers of the products such as low involvement, medium involvement and high involvement purchases.
A low involvement product can also be one that requires less effort in decision making because it is constantly bought. A regular buying behavior normally occurs if the involvement is low and there is a small brand difference. (Sandhusen, 2000) In this case therefore, the consumer of the product selects it because it is familiar to him or her. A man’s perfume is a good example of a product in this category. Medium involvement purchase is defined as a situation whereby the consumer would not care when selecting a product for purchase. For instance when booking a holiday hotel room, the consumer may not mind about the nature of services at the hotel because he or she there for a short time. Most products and services in this category are normally impulse because there is normally no prior consideration to buy them. An example is the purchase of new dresses, blouse and jewelry for a night out. High involvement purchases are those whereby the buyer spares much time and effort in searching for the products. Involvement in any type of purchase gets high for those products that are costly and are much significant to ones’ life. (Evans, 1982). Consumer behavior is the study of individual or groups and how they choose, secure and dispose products and services in order for them to get satisfied. ...
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