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Marketing and Marketing Strategy
Pages 4 (1004 words)
Trident University International Course No: MKT301 Term: Winter 2012 Module No: Module One Words: Brand Names High involvement: Automobile (Toyota Corolla Fielder) Low Involvement: Newspaper Name: Name of Professor: Date: 4th May, 2013 Question 1 When I embarked on choosing the products to buy, there are several considerations that I made.
The first product that I choose was an automobile. This was a high involvement purchase. This is because the product was expensive and would have a significant impact on my life. Moreover, this was a product that I had to spend a considerable amount of time and also effort searching for. This was also so because there were significant differences between the brands that were available at the time in terms of their performance and quality ("Indmedica - CyberLectures - High Involvement Purchase Decisions", n.d., p. 2). However, the second product that I chose, newspaper, was a low involvement purchase since the product was that which is habitually purchased and therefore the decision of choosing it required very little effort. It was also a low involvement purchase because the newspaper had insignificant effect on my lifestyle and was not that an important investment. 1st Product: Automobile The following are the 5 buying decision process that I followed in buying this product. a) Problem recognition This is the stage I realized that I actually needed a car. I would want to conveniently travel to my job place every morning but could not do so as I did not have a convenient means of transport. b) Information search This is where I started looking for what could solve my transport problem. ...
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