Marketing Environment and Marketing Strategy

Marketing Environment and Marketing Strategy

Product Involvement

Product involvement is the level of the interest of the customer in the purchase of a product. It also shows the commitment of the customers as to how loyal and committed they are to a particular brand (Kotler, 2008). There are a couple of types of product involvement; low and high. High product involvement includes high priced products where the customer is spending more money. Low involvement is for the products that are used on a daily basis and those that do not cost much.

Brand Names of the two Products Chosen for Each Type of Involvement

High Involvement: Samsonite luggage; Low Involvement: Del Monte canned fruit

Explain why the first product you chose was a High Involvement purchase and why the second was a Low Involvement purchase.

Samsonite luggage is expensive and the customer has to pay a lot while purchasing this product. Apart from the price, the customer also has to choose from the options that the company has provided them with. It is important for the customer to make an informed decision because they are spending a lot of money; therefore, they should be aware of the features and specifications of the product. High product involvement in this case is due to the various characteristics of the product that the customer has to consider (Pride & Ferrell, 2011). This means that the customer will have to look into the features of the product which will prove to be helpful for the customer.

Del Monte canned fruit is a standardized product i.e. no changes occurs at any time. There is no or very low product involvement because the customer does not have to choose from many options (Blythe, 2007). He knows what the product is and does not have to investigate in the characteristics and features of the product. Moreover, the price involved in the purchase of this product is not very high due to which the customer is able to decide without any complications and difficulties. This is one of the most important reasons as to why the product involvement is low.

Five-Stage Model of the Purchase Decision Process

The five stage purchase decision making process consists of the following steps:

Problem/Need recognition

Information search

Evaluation of alternatives

Purchase decision

Post-purchase behavior

I have to travel in a month's time, due to which the need of the purchase of a luggage bag arose. I had many options to choose from ...