Consumer Involvement and buying behavior | Types of Consumer Involvement

Consumer Involvement and buying behavior

Like motivation, involvement too is an internal state of mind which a consumer experiences. It makes one analyze and rationalize his/her choice. Involvement of consumers can be induced by external sources and agencies. Involvement is the embodiment of time, effort, consideration given and the enjoyment that is derived by consumer while choosing a product or service.

The involvement theory holds that there are low and high involvement purchases. Consumers’ involvement depends on the degree of involvement of purchase to a consumer. For example, while buying a loaf of bread, the consumer does not feel very much involved. It is because the life of the product is very short. Once it is consumed, it gets exhausted. If the consumer is not satisfied with the particular bread brand, he will purchase some other brand next time.

In the case of purchase of consumer durable (Laptop, refrigerator, household furniture, two wheeler etc), the involvement of the consumer in making the purchase decision is high. Consumers take a decision after much deliberations. These products have long-term consequences. Consumers make lot of inquiries before they purchase the products which have a high degree of involvement. The following table shows various degrees of involvement depending upon the nature of the product or service.

Categories of Consumer involvement

Types of consumer involvement in buying

Certain factors affect the degree of involvement of buyers in making purchase decisions. These include their level of knowledge, information, psychology, culture, lifestyle, social system, etc. Even for the same product or service the degree of involvement of an individual may vary depending upon the circumstances. There are five types of involvement.

1. Ego involvement:  Ego involvement is intended to satisfy one’s ego. For example, all the members of the family involve themselves in purchasing a product for a single member belonging to that family. Wife involves herself in the purchase of garments for her husband and husband involves himself in the purchase of cosmetics for his wife. Sons and daughters of the family significantly influence the purchase of laptop, TV, car, household furniture, etc. The ego of each family member is satisfied by consulting him/her before the purchase.

2. Commitment: Commitment is another important form of involvement. When a member of the family falls sick, the other family members are committed to arrange medical treatment for the suffering members. Similarly, functions like marriages entail the commitment of the entire family.

3. Communication in involvement: Communication involvement signifies sharing the available information with others in the family or organization. If one member has some information on the subject matter of decision, he should communicate it with the other members before arriving at a decision.

4. Purchase importance: Involvement of individuals depends upon the degree of importance of purchase. Suppose e flat costing lakhs of rupees is purchased, then the purchase decision assumes a great deal of importance in respect of location and area of the flat. The title deeds should be free from encumbrance.

5. Extent of information: Once the consumer recognizes the need, he then engages in a search process. Search means acquisition of information from the environment. The extent of information search is part of purchase importance. When the purchase is important, information is sought from all possible sources. But in the case of routine purchase of products and services, information search will be rather minimum.

Leave a Reply

Recent Posts




Comments


Related pages


define petty cash bookesupplyvalid contract requirementsdirect exporting advantages and disadvantagesnegatives of e commerceadvantages and disadvantages of primary market researchpresent worth calculatoradvantages and disadvantages of quota samplinglimitations of financial ratiomeaning of cif and fobwhat is the formula to calculate inventory turnoverdisadvantages of farm mechanizationcartels in economicsdisadvantages of mixed economy systeminventory turnover ratio definitionnominal wage definitionmonopolistic competition advantages and disadvantagesradio advertising disadvantagescaveat meaning lawconsideration in indian contract actvertical and horizontal mergerscircumstances under which a cheque can be dishonouredtypes of underwritershow to calculate a cash budgetgearing leveragemeaning of subrogation in hindihow to calculate quick ratiodirect and indirect quotation for exchange ratesmaster budget preparationdefine judgemental samplingadvantages and disadvantages of primary data collectionadvantages and disadvantages of publicity in marketingfdi advantagesunity of command definitioncompetitive pricing advantages and disadvantageswhat is amalgamation of firmsmacroeconomics aggregateswhat is ebqwhat is consumer cooperativepayables turnover periodlimitation of managerial economicsdefinition of internationalizationrbi nationalizationmeaning of overhead cost in accountingdeductive and inductive theorymatrix organization disadvantageslease financing in indiaelements of a valid contract lawmbo meansadvantages disadvantages of questionnairesbankers lienprojectized organization advantages and disadvantagesprocess of departmentationmanagerial accounting variance formulasarr in accountingwhat is the meaning of autocracywhat is cluster sampling in researchdeclaration and payment of dividend1 dollar equals rupeescentralized and decentralized decision makingopinion leaders in consumer behaviourselective credit control definitionconsignment sales accounting entriestaylors scientific management theorydifference between job costing and batch costingadvantages of debt factoringwhat is forward market hedgethe most difficult part of the capital budgeting process ismerits of microeconomicsbenefits of chit fundsnpv equationauthoritarian leadership stylesdepartmentalization meaning