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Buying Behavior & Market Analysis - Essay Example

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Topic: BUYING BEHAVIOR AND MARKET ANALYSIS Instructor: Name: Date: From the three products, I have purchased a computer software, which was a computer game, and an underwear. The computer game was a high involvement purchase and the underwear was a low involvement purchase…
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Buying Behavior & Market Analysis

It also took a substantial amount of risk because some of the files could be corrupted and it wouldn’t function. Again, the game could refuse to work with my computer. On the other hand, a low involvement purchase needs simple process of evaluation. Buying underwear was simple and it is something I do every now and then. I knew the brand and the size I was going for. In purchasing the computer game, I felt that I needed a better and a recent version of the game I had. I had seen this new version in my friend’s computer and felt that I, too, should have one like that. The next thing I did was to enquire about the game. The price was the first thing to enquire so that I could know if I could afford it or at least needed some assistance. Another thing that I had to know was whether the game could play on my computer, that is the processor and RAM requirement of the game. Lastly I had to enquire if there was a warranty in case the game was not in good condition. After getting all the information about the game, I had to evaluate in what terms it was better than the one I had. Another friend of mine had told me about another similar computer game and I had to go and enquire from him and compare the two. Finally I decided to purchase the game. It worked well with my computer and I was completely satisfied with that purchase. In purchasing the underwear, the task was rather simple. ...
I purchased the underpants and they were just as good as I had expected. The process of purchasing a computer game is quite different from the process involved in purchasing the underwear. First, it is the time taken in each stage of the process. In a low involvement purchase, the process is quite simple because it involves purchases we do regularly. Most of the time, in a low involvement purchasing, we skip some steps or even rearrange these steps. When a need arises, the next step automatically is searching information about what one needs, however, this step is mostly skipped in low involvement purchasing. This is because one already knows what they want. From there, the decision is made and one goes straight to purchasing. In a high involvement purchasing, all the steps have to be followed and this makes the process longer. One has to take a lot of time in searching for information about the product to be purchased. Also, a lot of time is needed in evaluation of alternatives so that one purchases the best product. The other difference between the two purchases is that in the purchase of computer game there was a high risk involved compared to purchasing underwear. The risks in a high involvement purchase are due to the amount of money involved. This is because it is not the kind of a purchase one does every now and then. This is the reason why it is important to take enough time in the process When marketing any product, the essence is to attract and persuade customers to purchase your products. This process is not as easy as it sounds. One has to have the skills needed in order to affect the decision of the buyer. Understanding the customer behavior model is the first step in marketing of any product, be it a low or a high involvement purchase. However, ... Read More
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