Consumer Involvement 1
- 2. CONSUMER INVOLVEMENT Consumer involvement refers to degree of information processing or extent of importance that a consumer attaches to a product. The degree of involvement has a very significant effect on consumer behaviour. When more expensive products are to be purchased, the consumer gets more involved in purchase process but he may not be equally involved in a product which is just a rupee or two priced.
- 3. EXAMPLES OF CONSUMER INVOLVEMENT Take the example of: CAR - As it is a expensive product so consumer will get highly involved resulting in higher involvement. BOOK - The book purchased by a student for preparing competitive exam may not be as expensive as car, yet the customer gets highly involved because it is a important product. MEDICINE - When a medicine is being purchased, which may not be very expensive, yet the customer may be highly involved in checking that it shouldn’t react him.
- 4. LEVELS OF INVOLVEMENT Habitual decisions Simple decisions Lengthy decisions eg. Tea, toothbrush, eg. Skin cream, eg. Cars, diamond, Washing powder. Torch, snacks. Property. HIGH INVOLVEMENT LOW INVOLVEMENT SOME INVOLVEMENT
- 5. LOW INVOLVEMENT- Low involvement purchases are not really important to consumers, have little relevance and need very limited information processing. SOME INVOLVEMENT- Some involvement purchases are of little bit importance to customers. It includes some evaluation of alternatives. HIGH INVOLVEMENT- High involvement purchases are those which are important to consumers such as complex, expensive, risky or ego-intensive products & require extensive information processing.
- 6. TYPES OF INVOLVEMENT MEDIA HIGH INVOLVEMENT MEDIA- Print media such as newspaper & magazines are high involvement media because information is processed clearly leading to attitude formation and finally behaviour. LOW INVOLVEMENT MEDIA- TV is a low involvement media because it is a primarily pictorial, allowing viewers passive and holistic processing of information.
- 7. FACTORS INFLUENCING LEVEL OF INVOLVEMENT PERSONAL FACTORS ( Needs, Importance, Interest, Values) OBJECT FACTORS - Differentiation of alternatives. - Source of communication. - Content of communication. SITUATIONAL FACTORS - Purchase - Use - Occasion
- 8. Major Dimensions Of Involvement Moderating Factors Opportunity to Process Ability to process Person Stimulus/Object Situation Intensity Direction Persistence Search Information Processing Decision or Persuasion Involvement Variable Involvement Properties Response Factors
- 9. FACTORS AFFECTING DEGREE OF INVOLVEMENT 1) MODERATING FACTORS : are those which may limit the opportunity & the ability to process the information and influence the level of involvement. For example: a consumer is planning the purchase of a mobile phone & the commercial he is watching would be quite interesting to him. Suddenly somebody knocks on the door & this distracts his attention from the ad and the consumer may not posses much knowledge about a particular product and fails to understand some of the information contained in the ad. So this would limit the evaluation of alternative brand in a satisfactory manner.
- 10. 2) INVOLVMENT VARIABLES: PERSON - The variable related to person refer to personal needs, values, interests & experiences etc . For example: a person interested in computers is very likely to have personal interest in computer related magazines to learn about new development. STIMULUS/OBJECT - refers to product or stimuli that consumer perceives to be closely related to his/her values, experience and interest. For example : in case of computers, one should not expect the same level of involvement for all consumers.
- 11. 3) INVOLVEMENT PROPERTIES: INTENSITY : Involvement intensity refers to the severity of involvement as experienced by the consumer and is generally categorized as high or low. DIRECTION : Direction refers to the focus of involvement and involvement variables will strongly affect this focus. The focus could be a product, service, ad or purchase decision. PERSISTENCE : Persistence describes the length of time the consumer remains involved with purchase decision.
- 12. 4) RESPONSE FACTORS: Response factors concern how a consumer behaves under involvement condition of different intensity. These factors includes different pattern of information search, information processing, evaluation of alternatives and post-decision actions. One may expect that consumer is high in enduring involvement for a product will undertake regular, ongoing search for information & low involvement will result in little search for information.