Product Involvement and Marketing Action Planning - Research Paper Example

? Market research purchases Introduction Purchasing of products always take different forms depending on the taste and preference of the consumer. Consumers involve themselves in purchasing based on different purposes to be served by the products purchased. The purchases involvement is categorised into three levels; low involvement, medium involvement, and high involvement. Product involvement is unobservable state that reflects the amount of interest or emotional attachment that is evoked by the product in a particular consumer. Level of involvement is used to reflect how personally important somebody is in consuming product and how much you need to make the decision. The involvement of purchasing a product varies by consumer not the product. Low involvement decisions are decisions that are made by consumers on typical products that do not pose high risk to them if they purchase those products. The consumers in this level make automatic purchase decision based on limited information they have gathered on the product. Middle involvement purchase is the in which consumers don’t rush in making purchase decisions but rather they gather information that enables them think and make appropriate decisions regarding the product. They choose the product of middle classes and not ones that are expensive in nature. High involvement purchases are that which carries a higher risk to consumer if they fail to buy the complex, with higher price tags of goods. Buyers don’t engage in in routine response when purchasing high involvement products. The purchasing power of consumer in this level of purchase is determined by the price of the product to be purchased. Consumers in this level of purchase only consider purchasing goods of high prices or luxurious goods. Discussion Marketing action planning helps producers to market their product and services effectively. The best way to plan for your market action is by one researching about their customers so that they can understand how best their products and services can hit the market target. The scheduling system one uses doesn’t matter as long as it is consistent and it can work better for your purchasing plan. For one to actual be successful in purchasing strategy he/she should consider the following three marketing actions: The on-going marketing ;action The one-time marketing actions The idea generation actions The on-going marketing action The on-going marketing activities are that which deals with normal day-day business actions. Examples are; Advertising, direct mail activities, writing blog posts, networking on a social network such as twitter. The main purpose of marketing actions and strategies is to result in making the required product available and can satisfy customers need and interest while making profit for those companies. The daily actions taken by the business does not give customers to find enough time to research about the products they want to acquire, but through the channel of advertisement and mailing they can have some recommended knowledge about the product he wants to consume. The one-time marketing action This is an action that is done by business on need basis. They are always carried out once in a while especially when there is a development of a new product or an introduction of a new product in the market. Example of such actions is; developing a workshop, creating a new product or service, setting up an affiliated program. This kind of action gives the customer/consumer a rough idea but one that can be relied upon when buying the upcoming product. This action is always more appropriate to the medium level involvement purchasers who require some rough ideas about the product to be consumed. Idea generation action Is organising and scheduling some safe time for cropping new ideas that is relevant to your market and the influence of consumable products. This provides you with additional opportunities to increase your income. The action is always considered by big investors such as the real estate investments. Examples include; identifying joint ventures partners, visioning about the future direction of the company, quantifying the professional and personal goals. Low involvement purchase decision is involved in purchasing inexpensive commodities. The commodities are frequently purchased especially the necessities. Below in the appendix is shown some examples of commodities that are involved with low involvement of purchases. The products are purchased as a matter of routine. Consumers give very little thought concerning the consumption of such goods. The process of the consumers purchase behaviour is formed in a tri-component of cognition-behaviour-attitude. The high involvement purchaser is associated with buying expensive products. With such good taste and preference consumers are highly considered to undertake the low involvement purchase. The method of information gathering and processing is highly influenced by the level of involvement of purchasing. The kind of goods and how the state of consumer advertising is being influenced also varies much with the level of involvement which also runs across focal attention, pre-attention, and elaboration. Appropriate strategies A business strategy is defined as directional thought or plan that the company’s mission relies upon, and as well as to help in making decision in what business to be in, or what growth policies to develop. It can be said to be a fundamental pattern of current and planned objectives, deployment of resources and an interaction of the organizations with music. Developing a market strategy should consider the level of involvement that exists for the majority of some group of commodities or services. High involvement requires the marketer to move consumers from pre-attention phase to elaboration phase since consumers in this segment requires adequate information to enable them decide on which option to go for. This makes it more necessary for consumers who are typically low on involvement due to their basic personal trait. The low involvement requires a strategy of feel-learn-do, while the medium involvement is strategized by the do-feel- learns strategy. There are three best strategies than can be recommended for the levels of involvement in purchases. The strategies are; stop selling, throw away sales gimmicks, and increase prices. While using the strategy of stop selling, your expectations as the seller should be low since you expect not to convince your customers on what goods are to be consumed. Instead you should focus on how to help your customer to get what they want- whether it is your solution or not just focus on how you can give them value (Ritcher, 2009). Throw away sales gimmicks- with it you can learn to overcome objections; you can learn how to give the best and most persuasive presentation. You can try to convince the customers and persuade them and their automatic protective reaction is to get away fast and they do what they want. Making approach of increasing selling price can only work when there is trust between the customer and seller. And in case there is availability of considerable trust between them then you should offer them a longer term commitment option that serves their interest and can clearly benefit them. References Richter, B. L. (2009). 3 Types of Marketing Activities You Must Schedule. Marketing Activities, 1(1), 1. Nelson, P. (1970). Information And Consumer Behavior. Journal of Political Economy, 78(2), 311. Principles of Marketing. (n.d.). Consumer Buying Behavior|| Lessons Free Online Read Lessons. Retrieved December 8, 2013, from http://www.zainbooks.com/books/marketing/principles-of-marketing_15_consumer-buying-behavior.html Stowe, T. (2010). Sales Conversation,. Seven Powerful Strategies to Increase Sales, 1(1), 2. Appendix (1)(2) ( ( (4) Read More