Marketing and Marketing Strategy

High Involvement: Automobile, Low Involvement: Fast Food

Trident University International

MKT - 301

Winter 2012

Module One

[Name of Professor]

Part -1

High Involvement - Automobile

Car is a product which requires a substantial amount of time and effort in search before making a final decision to purchase. A customer investigates pros and cons before investing a large amount of cash to buy a vehicle. A car is something that a customer buys it for the long-term purpose and shows a high involvement before buying the product.

Low Involvement - Fast Food

Burger is a product which a customer buys frequently with a minimum consideration and effort before making a final decision to buy a product. Such products do not have fundamental concern or great impact on the lifestyle of a consumer. Consumers do not show high involvement before making a purchase.

Consumer decision process - Automobile

Need Recognition - the need for a car was an external stimulus i.e. through advertising. Advertising of an automobile created the need for a new car in customer's mind.

InformationSearchcustomerinformationthecarfriendsexperiencesandcompany

Evaluation for alternatives - a customer searches for other brands, who are offering same products. Automobile is a high involvement product; customer will evaluate a number of brands. It can take longer time and efforts to evaluate from alternatives.

Purchase decision - after going through above stages, customer makes a decision to buy a vehicle of chosen brand.

Post-purchase Evaluation - a customer analyze the product after purchasing the car. He will drive the car and look for satisfaction in term of attributes he had expected; feeling can be negative or positive.

Consumer decision process - Fast Food

Need recognition - the need to visit fast food arises from an internal stimulus i.e. hunger.

Information Search - consumer searches for information about the fast food restaurant that is fulfilling the need.

Evaluation for alternatives - a consumer may evaluate other fast food restaurants. He might not take longer time for the evaluation and will use his past experience to choose a fast food restaurant.

Purchase - consumer makes a decision to visit a chosen fast food restaurant.

Post-purchase Evaluation - a consumer will experience the service and analyze about the taste and environment. Consumer will develop a feeling that whether he will visit there again or not in the future.

Difference between High Involvement and Low Involvement Purchase decision process

In High Involvement, the need to purchase a car was created from external stimuli via advertising in the customer's mind. He then searched for information from company websites and asked his friends about the brand and product. Focus of a customer will be on 4 P's; Product, Price, Promotion and Place. He evaluated from the number of different brands, who were offering same products. Search process has taken a longer time and process as the car is a long-term product and he wanted to make sure that he is making a right choice. Purchase is followed by Post-purchase evaluation about the product, which a customer analyzes after experiencing the product. He makes sure that the product satisfied his ...