Consumer Decision Making

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Many purchases are routine, habitual and controlled by the consumer’s environment. They are distinguished by two kinds of involvements which are called as low involvement and high involvement.

Low Involvement

Low involvement purchases are usually for routinize products which are always being consumed. It does not involve many steps or much considerations as they are cheap and convenient to be found. Hence, a consumer would be habitually buy from a small repertoire of brands. In another words, they would not only buy from a certain brand but also different brands. Example of products would be soft drinks, toothpaste and breakfast cereal. These kinds of products have many substitutes and may be replaced for one another if a consumer could not find it. Therefore, it does not require a consumer to do much evaluation or comparison, leading it to be purchased easily as it is low involvement purchases. A marketer’s duty is to differentiate their brand from others. This includes of refreshing the name, packaging and other symbols.

High Involvement

High involvement purchases are usually rare or extended purchases that are consumed by a consumer. It involves many steps and considerations as they are relatively expensive compared to low involvement products. Besides, not only they are costly, but also require more time and effort before purchasing. A consumer would take a longer time to evaluate and look for information for comparison from one another’s brand. This is because that high involvement products are usually for a long term usage or investment. Hence, a consumer wouldn’t want to risk their purchases. Example of products would be cars, houses and property. These kind of products require more effort, time and money, leading it to be a high involvement purchases. A marketer’s duty is to increase the brand equity, brand awareness and image. Through this, a consumer would likely purchase the products.