Consumer Involvement - Workshop 1 PPT Presentation
- 2. DEMOGRAPHIC VARIABLES • 10 men and 15 women • 24 students 1 consultant • 22 colombians, 1 USA, 1 Argentinian, 1 ZAF • Age ranges between 17-23. • Social status ranges between 3-6 (majority of the participants level 6) PRODUCTS CHOSEN • Rice and Cars • Most common brands: • Rice: Roa, Diana, Doña Pepa • Cars: Mazda, Audi, Chevrolet
- 3. PIIA SCALE RESULTS PIIA SCALE RICE 7 6 5 4 3 2 1 0 RICE
- 4. PIIA SCALE RESULTS PII for Advertising - Cars 7 6 5 4 Average scores 3 2 1 0 Items CARS
- 5. Consumer Involvement Profile Revised - Rice 5 4.5 4 Average scores 3.5 3 2.5 2 1.5 1 0.5 0 1. What product I buy isI'm really interested in the product about product I buy product,You can gift to product a personThe products Ishe buysabout who12. I should be13.buy productmyself if youright product section,wrong beproduct is rathercan never be certain ab 2. extremly important to me 3. I couldn't care 4. I really enjoy buying product7.megive a8. The myselfpleasure buys product buy reflects11. It istheyperson I ammistakewithnotWhen it of buy product, you15. Choosingfeelproduct, it wasdifficult less 5. Whenever 6. To I product isabout a person from the says something too much ifveryare tell quite 9. 10. It doesn't matter the sort ones makes a When I'm14. in front turned out I made the I never buy rather you the right of irritating to annoyed buying product the which isn't 16.can always quite sure When you choice when buying product what tochoice or not unsure about buy Statements RICE CIP SCALE RESULTS
- 6. CIP SCALE RESULTS Consumer Involvement Profile Revised - Cars 5 4.5 Average scores 4 3.5 3 2.5 2 1.5 1 0.5 0 1. What 2. I'm really 3. I couldn't 4. I really 5. Whenever I product I buy interested in care less enjoy buying buy product, I is extremly the product about product product give a gift to important to myself me 6. To me product is quite a pleasure 7. You can tell 8. The 9. The 10. It doesn't 11. It is very 12. I should about a product a products I buy matter too irritating to be annoyed person from person buys reflects the much if ones buy product with myself if the product says sort of person makes a which isn't it turned out I she buys something I am mistake right made the about who buying wrong choice they are product when buying product Statements CARS 13. When I'm not in front of the product section, I always feel rather unsure about what to buy 14. When you 15. Choosing buy product is product, you rather difficult can never be quite sure it was the right choice or not 16. When you buy product, you can never be certain about your choice
- 7. SCALE CONCLUSIONS • Cars are a higher-involvement product than rice. • Factors that can influence this: • Financial Risk (Cars are a more expensive product than rice) • Social Risk (Cars tend to say something about the social status and image of a person) • Personal Relevance (Cars are relevant for a person’s self concept and values) • Interesting Fact: Rice was considered as a more needed product than cars • Both scales agree on the results.
- 8. OPEN QUESTION RESULTS TIME TAKEN TO CHOOSE PRODUCT RICE 7 6 6 5 5 4 4 3 3 2 2 2 1 1 1 0 Less than 5 5 seconds 10 seconds 30 seconds 1 minute seconds 2 minutes 5 minutes Don’t waste time TIME TAKEN TO CHOOSE PRODUCT CARS 10 9 8 7 6 5 4 TIME INVESTED 3 2 1 0 1-2 WEEKS 1 MONTH APROX. 2-3 MONTHS
- 9. RESULTS • The time invested in rice varied from less than five seconds and 5 minutes. • The time invested in choosing a car ranged from 1 week to 3 months • This results indicate that there is a higher involvement in cars since the time and attention dedicated to the product is significantly greater.
- 10. SEARCH FOR INFORMATION - RICE 16 14 14 12 12 10 8 6 5 4 5 4 3 1 2 1 0 SEARCH FOR INFORMATION - CARS 14 12 10 8 6 4 2 SEARCHING FOR INFORMATION 0
- 11. PRODUCT CHARACTERISTICS - RICE 14 12 12 10 8 8 7 6 4 2 2 1 0 Tradition Quality Price Flavor Accessibility PRODUCT CHARACTERISTICS - CARS 16 14 12 10 8 6 PRODUCT CHARACTERISTICS 4 2 0 quality price tradition accessibility efficiency not a specific one
- 12. RESULTS • RICE: • Low Cognitive Involvement – Information sources are mainly family and friends • Word of mouth • Affective involvement - Greatly influenced by tradition • CARS • High Cognitive involvement – Professionals, technical characteristics, magazines • Influenced by price and quality.
- 13. INFLUENCE OF DEMOGRAPHIC VARIABLES IN EXPLAINING DIFFERENT LEVELS OF INVOLVEMENT AND DIFFERENT CATEGORIES OF INVOLVEMENT - There were no significant differences between men and women in the levels of involvement, however men were slightly more involved with cars than with rice. - Because our sample tended to be of medium-high social status colombian students between the age of 17 and 23 years old we could not find differences in the levels of involvement or the categories of involvement. - With respect to the categories of involvement we found that there were no differences in rice but in cars men tended to be slightly more cognitively involved than women.
- 14. BRANDS & RECOMMENDATIONS • MOST COMMON RICE BRANDS: • Roa, Diana, Doña Pepa • MOST COMMON CAR BRANDS: • Audi, Mazda, Chevrolet
- 15. BRANDS & RECOMMENDATIONS •RECOMMENDATIONS •Advertise products depending on the type of involvement •Rice – Afective Involvement (Family images, happy people) •Cars – Cognitive Involvement (Professionas, technical characteristics) •COMMUNICATION IMPROVEMENT •Rice – Word of mouth communication •Cars – Technical Characeristics should be included in magazines and advertisements