Running Head: Comprehensive Learning Assignment1 1

CLA 1: Consumer Involvement in High and Low Involvement Product

Sangita Sah

BUS 610 Consumer Behaviour

Presidential Business School

Westcliff University

Ajanta Das DUtta

Abstract

This paper will explains the consumer involvement in high involvement product and low

involvement products and also explains why it is important for consumers to think about the

product and furthermore it also talks means-end chain for high and low involvement product.
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Introduction

The study which identifies how an individual customer, organization or groups choose and

buy products and services to fulfil their need and want. It mainly characterized the

psychological and motivational behaviour of customer. It is very important for marketers to

understand the customer’s choice so that they can fill the market gap and also be able to

identify the needed products. Consumer behaviour can be identified by their involvement in

the product and generally there are high involvement product and low involvement product.

High involvement product

High involvement product involves extensive thought process and also the consumers think a

lot before making final purchase decision. As, high involvement product is expensive so the

consumer gather the reviews from friends and also from different media. Sometimes high

involvement purchases include number of buyers or number of influencers who basically

influence a single buyer. However, high involvement products involves the perception of the

public about the product and brand as well. For example, if I want to buy a scooter, it is very

sure I will purchase a loved ones and before making final decision I would gather information

by taking review from friends and also in the internet. After doing all research, I will

confidence about the product and will buy the brand that I have targeted.

Some features of high involvement product are mentioned below:

 High price

 Differentiation is important

 Recall of brand and valuation

 Customer perceived risk

 Information about the product

 After sales service

In the assignment of this week we are assigned to talk with one of our friend for about at least

10 minutes and talk about a product in which he /she highly involved in. I have talked to one

of my friend about her recent purchase in which she involved highly and also she had think

lot about a product and the product was Redmi Note 8.

Redmi Note 8 is one of the latest edition smartphone and this phone has released on 2019,

October 16. It comes with a bevy of upgrades from the Redmi Note 7. It has an impressive 48

MP Quad camera array.

Some of the characteristics she considers while buying a smart phone are given below:

 Pricing

 Information

 Operating system

 Design and functionality

 Size and type of display

 Android features

 Battery life

Price

In every purchase, price is considered initially. As she is a student and also continuing a

job, she has a limited budget and she found Redmi Note 8 is under her budget with all the

features she actually needed.

Android features
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This is one of the upgraded smart phone with a powerful 48Mp primary sensor, 8MP ultra

wide angle lens and 2MP depth sensor and a 2Mp macro lens which allows to capture a

wide range of pictures. The performance of this is also quite good in compare to other

smart phone and availability and capabilities also describes the product well.

Battery life

Battery life is considered as one of the crucial feature while buying a smart phone. Redmi

Note 8 has good battery life as it charged in no time with the 18w charger which is given

while buying phone.

Means – end chains that identified for the high involvement product

It is very tough to make high involvement purchase and understanding the reason behind

consumer decision is very important aspects of marketing. Usually, the researcher’s

works under qualitative research to understand the choice of customers and to explore the

decision process of consumers. Currently, the means-end approach using laddering is

being used in the market and it is used to understand emotions, consequences and

personal values that run consumer choices. Researchers in market use the approach to

identify the choice of consumer and also they design the advertising and conveying

messaging related to choice to influence the consumer to select their product and brand.

The four chains that describe the product are:

Attribute

Attributes of Redmi Note 8 that attracts consumers are its design and quality. It is

superficial and it has great camera and best battery life.

Benefits/Functional consequences

Redmi Note8 beneficial consequences are, it is under budget with best features and

performance and has enough storage i.e. 512GB which is sufficient for all essentials.

Psychological consequences

Redmi Note 8 makes the consumer vulnerable to work- related exhaustion. They feel

quite standard and confident by using this smart phone.

Value

After using this product, consumers are satisfied with its features and feel value of the pay

and also feel good service after using it.

Low involvement product

There is no thought process in low involvement product or consumers do not think more

about the low involvement purchase. Low involvement product involves low risk the
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decision is quite faster. Consumer can easily go for alternatives if they do not find the

daily use products. For example: chocolates, biscuits etc.

Some features of low involvement products are given below:

 Easily switch from one brand to another.

 Availability of alternatives brands.

 Switching on another brand does not damage the image of consumers.

My friend loves to eat Wai-Wai noodles. Wai wai is a low involvement product and here one

should not think more while buying it as it is daily needs. Whenever, she is not getting wai

wai she used to go for quick noodles and still feels satisfied with it. So, here we can say that

there is no thought process and whenever we want we go for it.

Means- end chains for low involvement product

Means end chain theory claims that consumer behaviour on low involvement product

depends on situation and the assumptions of customers motive for the products. Means end

chain model describes low involvement product on three stages:

Attributes: Attributes of wai wai can be its brand and taste.

Consequences: After having wai wai, it is real you will not feel hungry and you feel good.

Value: Satisfied with the product.

After, the discussion about the products I came to know that consumers are more conscious

about the high involvement product and also they think a lot about the product whereas the

consumers do not think more about the low involvement product and can go easily for it.

Consumers can easily switch to alternative brand in low involvement product but they feel

hard to switch on alternative brand in high involvement product. However, consumer thinks
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high involvement product is quite expensive and we should spend longer time before making

purchase decision but low involvement products are just a daily needs and make a quick

decision.

Implications

Marketer should be able to identify the market gap and should understand the need and want

of consumer. If a marketer will be able to find the choice of customer he/she can easily

segment market and can fulfil the needs in the market. While going to low involvement

product marketer should not think more but in the case of high involvement product marketer

should be able to reach the emotional level of consumer and should be able to feel their

emotional needs.

Conclusion

In nutshell, both high and low involvement products are important on their places. Both the

products need effort and time to make decision. So, being marketer one should be able to

understand the needs and wants of consumers and can able to fill the gap.
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References

Redmi Note 8. (2019). Retrieved from https://www.mi.com/np/redmi-note-8/

Bhasin, H. (2019, May 11). What is a high involvement product and characteristics of High

involvement purchase? Retrieved from https://www.marketing91.com/high-

involvement-product/#:~:text=A%20high%20involvement%20product%20is,who

%20influence%20a%20single%20buyer.

Kaciak, E., Cullen, C. Analysis of means-end chain data in marketing research. J Target

Meas Anal Mark 15, 12–20 (2006). https://doi.org/10.1057/palgrave.jt.5750028

services, I. (2018, April 3). Consumer Behavior Studies: High-Involvement versus Low-

Involvement Buying. Retrieved from https://www.iresearchservices.com/consumer-

behavior-studies-high-involvement-versus-low-involvement-buying/