Consumer Behavior: Involvement Essay

1946 Words8 Pages
Introduction For decades, marketers have been attempting to resolve the mystery of consumer behaviour and find out how and why they involve themselves in certain ways. Involvement is a term used in several disciplines but in regards to marketing, many authors define it to be a variable of motivation, variable differing in person but despite the several proposed definitions by Zaichkowsky (1986), Baker (2002) etc., there is no set definition available. Over the decades, three key areas of involvement have been identified to be with advertising, product and purchase. Of these, this paper will be examining purchase involvement which is generally described to be relating to level of interest in the purchase process (Beatty, Homer, and Kahle,…show more content…
This caused panic to parents about how I would handle myself alone in UK. Consequently we decided to get it straight away. The product’s features was what had got me as well as my parents to buy it: Product with maximum features working to ease the monitoring of my condition, ease of training, quality, look, advanced technology, warranty, cost, availability worldwide and services provided. The product had to be bought from a nearby country Kenya and not Tanzania (home country) due to two reasons- 1) my diabetes was first diagnosed in Nairobi so my medical records and my main doctor was already there, 2)pumps are not available in Tanzania or the rest of East Africa. The doctor himself was diabetic and using the pump he recommended. He showed the ease of use and well as how the machine affected lifestyle. This increased confidence in me and convinced my parents to make the purchase due to positive changes it would bring. It was eventually purchased because I succeeded training. I got the permission from my parents to study abroad. I was confident with the functions and that support would be given even if I was living elsewhere. T-shirt The second product I recently purchased was a t-shirt from Bon Marche in Leicester. This purchase would be categorised as high involvement purchase. Since I was new to the UK market of clothing, I asked my cousin list of shops for quality
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