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Information Searches - Research Paper Example

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Summary
Some of the purchases that entail low involvement decisions are made without any previous though or planning and involve impulse buying. Medium involvement involves limited problem solving where the consumers already have some information about a good or a service and the continue searching for more information.Most of high involvementpurchases are not often purchased but are very vital to the consumer…
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Information Searches

Download file to see previous pages... Some of the purchases that entail low involvement decisions are made without any previous though or planning and involve impulse buying. Medium involvement involves limited problem solving where the consumers already have some information about a good or a service and the continue searching for more information.Most of high involvementpurchases are not often purchased but are very vital to the consumer. Marketers should provide enough information concerning the attributes of the product. The marketers should also consider pricing their products in a manner that will entice the consumers into making a purchase decision. Medium involvement is the kind of involvement that falls between high involvement and low involvement purchasing decisions. This kind of medium involvement involves limited problem solving where the consumers already have some information about a good or a service and the continue searching for more information. High involvement purchases involve a lot of risks to the buyers if at all they fail and they are complex in nature and have high price tags. Some of the examples of high involvement purchases include a house, a car and insurance policy. Most of these purchases are not often purchased but are very vital to the consumer. While making a purchase decision, a buyer engages in an extended problem solving where they take a lot of time comparing different features, i.e. the feature of the prices, products and warranties. Every marketer has to analyze and consider the buying behavior of the customers therefore before making any decision; one has to consider the consumer’s level of involvement so as to come up with the sales strategy. As in the case of low involvement purchases, the marketers should use sales and promotion as a strategy since this will spur them into making purchase decisions. As discussed earlier, low involvement purchasers always make impulse buying therefore appealing sales promotions motivates them to buy more of the company’s products and services. Furthermore, the use of sales promotions like use of coupons can reach may customers at the same time therefore spurring into making a purchase decision. On the other hand, the marketers should also consider pricing their products in a manner that will entice the consumers into making a purchase decision. The company should also ensure that are low involving are available in most outlets as much as possible For, the case of medium involvement purchasers, most of them are considering the alternatives of the products. Understanding the choices made by this group assists the marketers in coming up with a sales strategy. Medium involvement consumers are in the third stage of evaluation of the alternatives before a purchase decision. The marketers should provide enough information about the product and its attributes. They should provide more of the advantages of the product or a service so as to entice the consumer into making a purchase decision. The customers who fall into the category of high involvement should be handled with a lot of care since they tend to make more and lengthy decisions before making a purchase. Since any purchase made by consumer requires extensive information, marketers should develop a strategy that is tailor made for this group. For example, when it comes into buying a car, the marketer must employ in broad problem solving techniques and also be willing to consider different types of brands. Since buying a car involve high involvement, brand name is very important for them. This is the reason as to why most of the manufacturers of those goods that require high involvement decisions cannot become satisfied about the value of their brands and ...Download file to see next pagesRead More
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