¶ … product categories. Within product categories listed identify TWO purchases made. ONE a High Involvement purchase, ONE a Low Involvement purchase. The purchases product category, product categories,: Computer software (e.
High-involvement vs. low-involvement purchases: Need recognition and problem awareness; Information search; Evaluation of alternatives; Purchase; Post-purchase evaluation
Deciding upon the right fancy restaurant for a special occasion was a recent high-involvement purchase decision for me. Food is very important to my family and I needed to select a restaurant that would be the perfect setting for my parents' anniversary dinner. Many of my closest relatives would be attending. Thus, my needs recognition was that I required a restaurant that was sufficiently 'nice' (i.e., not Applebee's) for a special occasion, could accommodate a large number of guests at a single table at one time and would have a menu pleasing to all of the diners.
I conducted research by asking friends, looking at restaurant websites, and reading reviews on Yelp and other review websites. I evaluated my alternatives, which included a local Italian restaurant, the premier high-end restaurant in our area, and a Chinese restaurant. Based upon the food preferences of the diners and cost limitations, I selected the Italian restaurant as the desired venue. Overall, we were pleased by the experience, even if the food was not particularly spectacular. The evaluation of the decision post-purchase was conducted while reviewing the event as a family. If I was more pleased or displeased by the experience, I would have written a review on Yelp or contacted the restaurant.
In contrast, choosing underwear is a very low-involvement purchase decision for me. Normally, I buy my underwear when I am shopping at the drug store, supermarket, or discount store (like Wal-Mart). My needs recognition begins when I spot the package I usually buy and remember my current...
I research the prices by comparing Hanes vs. Fruit of the Loon or whatever offerings are present, and compare cost, appearance and available sizes. I then make a selection, and in evaluating my post-purchase decision, I may elect not to buy that brand again, if it does not wear well.
Part II
Identify and discuss the differences between the ways you went through the purchase decision processes for the two products.
Need identification for a high-involvement purchase takes a long amount of time. I knew months beforehand that my parents' anniversary dinner was immanent, and slowly began to consider the needs of the likely guests and the couple. In contrast, when buying a low-involvement purchase, need identification tends to be spontaneous, such as walking by a display in a drugstore aisle. The research for a high-involvement purchase is very labor-intensive and requires a careful review of a variety of options and price points. The different strengths of each possible purchase are compared against the 'ideal' the consumer is seeking. The consumer weighs considerations such as price, quality, and service and comes to a decision. Research may involve a great deal of 'legwork.' In contrast, a low-involvement purchase may involve comparing such considerations as price, quality, or even intangible values such the image of the product in a relatively cursory way, and is done 'on the spot' rather than over time.
Because of the high time and money investment in a high-involvement purchase, the customer is willing to make a correspondingly high time investment in reviewing the purchase, which can involve sending out a thank-you note or review if satisfied or a complaint letter if dissatisfied. Someone who makes a low-involvement purchase is unlikely to make such an investment in the post-purchase process, and even if dissatisfied, will not take the time to articulate to the company his or her feelings. He or…
