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Market research purchases Name: University: Course: Tutor: Date: Introduction Purchasing of products always take different forms depending on the taste and preference of the consumer. Consumers involve themselves in purchasing based on different purposes to be served by the products purchased.
Level of involvement is used to reflect how personally important somebody is in consuming product and how much you need to make the decision. The involvement of purchasing a product varies by consumer not the product. Low involvement decisions are decisions that are made by consumers on typical products that do not pose high risk to them if they purchase those products. The consumers in this level make automatic purchase decision based on limited information they have gathered on the product. Middle involvement purchase is the in which consumers don’t rush in making purchase decisions but rather they gather information that enables them think and make appropriate decisions regarding the product. They choose the product of middle classes and not ones that are expensive in nature. High involvement purchases are that which carries a higher risk to consumer if they fail to buy the complex, with higher price tags of goods. Buyers don’t engage in in routine response when purchasing high involvement products. The purchasing power of consumer in this level of purchase is determined by the price of the product to be purchased. Consumers in this level of purchase only consider purchasing goods of high prices or luxurious goods. Discussion Marketing action planning helps producers to market their product and services effectively. ...
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