Consumer Behaviour in the purchase of High and Low involvement

3414 Words Aug 3rd, 2006 14 Pages

Consumer behaviour is defined as the behaviour that consumers display in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs. Consumer behaviour includes how consumers think (their mental decisions) and feel, and the physical actions that result from these decisions (the purchase). [7]

Abraham Maslow's "hierarchy of needs" theory identifies the higher-order needs (ego needs and self-actualisation) and lower-order needs which are physiological, safety, and social needs [10]. Both low and high involvement purchases are basically aimed to satisfy these needs. Normally however, low involvement purchases usually act to satisfy the lower-order needs while
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Innate needs are physiological; or it is a basic need such as the need for food and water. Acquired needs are needs that we learn in response to our culture or environment such as self-esteem and power.

3. Personality

Three streams of research and theoretical development have contributed much to our understanding of personality and its usefulness in marketing. First is Sigmund Freud's psychoanalytic theory of personality which is the cornerstone of modern psychology. This theory was built on the premise that unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality. Second is the neo-Freudian personality theory which believed that social relationships are fundamental to the formation and development of personality. Third is the trait theory which is primarily quantitative or empirical: focusing on the identification and measurement of personality in terms of specific psychological characteristics [7].

4. Perception

Perception is not necessarily the same as reality [5]. Perception is defined as how we select, organise, interpret and retrieve information for the environment.

5. Learning

Consumer learning is the process by which individuals acquired the purchase and consumption knowledge and the experience they apply to future related behaviour.

6. Involvement theory

Involvement theory focused on the tendency of individuals to make personal connections between their own life
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