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¶ … person making the high involvement purchase of a house is my sister-in-law, Smadar. She is 40 years old, with four children. Three of these children are still attending school. Smadar herself graduated from highschool, but did not attend college. She is an Indian woman with a high enough income to make purchasing a house viable, but with little job prospects for the future as a result of her education level.
The belief that Smadar had about houses is both emotional and practical. A house, in Smadar's view, is a symbol of family security, unity and prosperity. Due to her culture and the way she was raised, Smadar values the ideal of a closely-knit family. This ideal would for her be reflected in a house that she could decorate according to her family's needs and beliefs. The benefit of having a house then would be a larger living and sleeping area for her family, as well as the more emotional aspect of reflecting the family's beliefs and ideals. Psychologically, the house would contribute to the family's general feeling of well-being.
The desire to buy a house stems from Smadar's strong belief in the above-mentioned benefits to herself and her family. This belief is also influenced by the socio-cultural environment in which she lives; many of her friends and family members have houses. Her attitude was therefore that a house is definitely a necessary purchase. It was thus not a question of buying the house, but of which...
Thus the way in which she went about acquiring the house reflected this. To start her search, for example, she browsed newspapers and other documentation for examples of houses on sale. She also looked around for signs of houses on show in her neighborhood on the way to and from work. This was supplemented by visits to a variety of estate agents to see what they had on offer.
After briefly looking at a large number of houses, Smadar chose seven for deeper investigation, based upon both practical and emotional considerations. Because Smadar's household does not have a very high income, price would be her first and most prominent consideration when faced with a decision between fairly similar houses. Furthermore her own future prospects is a primary consideration. Because Smadar's level of education is not very high, her job prospects are somewhat limited. The house she buys would therefore have to be not only within her price range, but also a fairly good investment to make possible a substantial profit when she decides to sell the house.
Secondly, because she has three…
Low and High Involvement Products Question Uploaded Products chosen The low involvement product chosen is a sandwich which is usually bought by consumers without any real planning or previous thought before the purchase. Most of the times, the consumers simply buy it on the spot since they feel that they are hungry and they just need something to eat. The product is not necessarily bought on impulse but consumers may form a habit
Marketing Involvement Consumer involvement refers to the amount of time, though and energy that a consumer puts into a particular purchase decision (McNamara, 2014). This can be categorized along the emotional/rational scale. So many small purchases like impulse purchases are low involvement. At the very low involvement end of the scale is something like fries with your burger -- you might not even want them, and accept the suggestion for them almost
Consumer Decision-Making Processes The holiday season is upon us again, and it is the biggest season of the year for retailers. American consumers will buy an average of around $700 on goods and services related to the holidays, which equates to the range of $224 billion. Analysts further break down the market between those who are of relatively limited financial means and just try to survive the holidays, and those who
3 million buildings and plots of land. If it can conservatively be assumed that a minimum of five persons are affected for each business and a minimum of two persons for each building, then some 5 million people are directly involved in property-restitution claims - nearly a third of the population of the new Lander. (Blacksell et al., 1996, p. 200) Since December 1991, the number of claims filed with the
Marketing is a multi-faceted discipline within business that incorporate a wide number of theories, philosophies and techniques. All are geared towards a simple objective -- to increase sales. This paper will examine some of the key issues in marketing today. These include the relevance of sales people using a push strategy, ethics in advertising, public relation and publicity and the expectations that a business might have of a sales professional.
Consumer Buying Process There are five main stages to the consumer buying process. These are need recognition, information search, alternative evaluation, purchase decision and post-purchase behavior (The Consumer Factor, 2016). The first step, need recognition is the point at which the consumer begins the process, realizing that a purchase needs to be made. This is a good place to start the marketing process, as many companies do. The consumer will determine