Workshop 1 - Consumer Behavior: Involvement
- 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
- 4. 0 1 2 3 4 5 ct I buy is extremly important to meI'm really interested in the productI couldn't care less about the productI really enjoy buying productWhenever I buy product, I give a gift to myselfTo me product is quite a pleasureYou can tell about a person from the product she buys The product a person buys says something about who they are The products I buy reflects the sort of person I amIt doesn't matter too much if ones makes a mistake buying product It is very irritating to buy product which isn't rightI should be annoyed with myself if it turned out I made the wrong choice when buying product When I'm not in front of the product sectin, I always feel rather unsure about what to buy When you buy product, you can never be quite sure it was the right choice or not Choosing product is rather difficuWhen you buy product, you ca about your cho CIP SCALE RESULTS
- 5. 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) • Both scales agree on the results. Interesting Fact: Rice was considered a more needed product than cars
- 6. TIME INVESTED OPEN QUESTION RESULTS 4 1 3 2 6 2 5 1 0 1 2 3 4 5 6 7 Less than 5 seconds 5 seconds 10 seconds 30 seconds 1 minute 2 minutes 5 minutes Don’t waste time TIME TAKEN TO CHOOSE PRODUCT - RICE 0 1 2 3 4 5 6 7 8 9 10 1-2 WEEKS 1 MONTH APROX. 2-3 MONTHS TIME TAKEN TO CHOOSE PRODUCT - CARS
- 7. 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.
- 8. SEARCHING FOR INFORMATION 14 12 5 3 5 1 1 4 0 2 4 6 8 10 12 14 16 SEARCH FOR INFORMATION - RICE 0 2 4 6 8 10 12 14 SEARCH FOR INFORMATION - CARS
- 9. PRODUCT CHARACTERISTICS 12 8 7 2 1 0 2 4 6 8 10 12 14 Tradition Quality Price Flavor Accessibility PRODUCT CHARACTERISTICS - RICE 0 2 4 6 8 10 12 14 16 quality price tradition accessibility efficiency not a specific one PRODUCT CHARACTERISTICS - CARS
- 10. 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.
- 11. - Men were slightly more involved in cars than women. - Levels of Involvement: - No differences in the levels of involvement or the categories of involvement. - Categories of Involvement: - No differences in rice - With respect to cars men tended to be slightly more cognitively involved than women. DEMOGRAPHIC VARIABLES AND INVOLVEMENT
- 12. BRANDS & RECOMMENDATIONS • MOST COMMON RICE BRANDS: • Roa, Diana, Doña Pepa • MOST COMMON CAR BRANDS: • Audi, Mazda, Chevrolet
- 13. •Advertise products depending on the type of involvement: •Rice – Afective Involvement (Family images, happy people) •Cars – Cognitive Involvement (Professionas, technical characteristics) •Improve communication: •Rice – Word of mouth communication •Cars – Technical Characeristics should be included in magazines and advertisements BRANDS & RECOMMENDATIONS