The customer buying decision process is gone through various stages. So, each of the customers went through all these stages to make the buying decisions. Various theories explain the buying behavior of high and low involvement products. In the case of high involvement, it takes more time to complete the process, and also, it needs more concentration at the time of purchasing the product. Buying goods by means of no planning is termed impulse buying. This is not possible in the case of purchasing high involvement products. Impulse buying conveys an idea entitled level of involvement.
“Low-involvement products aren’t necessarily purchased on impulse, although they can be. Low-involvement products are, however, inexpensive and pose a low risk to the buyer if she makes a mistake by purchasing them. By contrast, high-involvement products carry a high risk to buyers if they fail, are complex, or have high price tags.” Customers frequently hold in routine reply performance when they purchase low-involvement goods. That is, they create habitual buy decisions based on limited data or data about the product they have assembled in the past.
Brand image is another important aspect that we can see while purchasing both high and low involvement products. In the case of high involvement products, customers are more curious to purchase the product; they give more importance to the brand image of the particular products. But at the same time, in the case of low involvement products, the customer is not giving much more importance to the brand image of the products.
“High-involvement products can cause buyers a great deal of post-purchase dissonance if they are unsure about their purchases. Companies that sell high-involvement products are aware that post-purchase dissonance can be a problem. Frequently they try to offer consumers a lot of information about their products, including why they are superior to competing brands and how they won’t let the consumer down. Salespeople are typically utilized to do a lot of customer “hand-holding.”
The Consumer Buying Behavior
Consumer buying behavior is an important model in decision making and in considering what to buy or not. The consumers in the market vary according to the tastes and the preference and the customization of the product. The customer buying model is very significant in marketing analyses of the customer buying behavior that is essential in identifying the needs, wants, and preferences of the company.
Consumer buying behavior, in brief, is a decision-making process, and the actions of the people deal with them in general. “Models of consumer buying behavior draw together the various influences on, and the process of, the buying decision. They attempt to understand the proverbial ‘blackbox’ of what happens within the consumer between his or her exposure to marketing stimuli and the actual decision to purchase.”
Factors of the consumer behavior that are necessary to understand:
- The purchase made
- The factors influencing the purchase
- The factors that change the purchase decision
- The purchased benefits incurred.
As the organization’s main analysis is to be conducted is about the buyers’ reactions, marketing strategy, the impact likely to be created and how they are created, and how the marketing mix affects the product in the market. The customer buying behavior varies from product to product, and the results of them are also dynamic.
The Consumer Buying Behavior Model in Automobiles
The customer buying process is the subject that drew a lot of attention to the customer perception in the automobile industry. The model of the purchase in the automobile industry is the link between the concept of brand image and individual choice. Other factors that are taken into consideration are the model and the variety of the car, where the price is taken into account as the low price segment or the high price segment.
The other discrimination witnessed by the people in the automobile industry is the essentiality of the automobile and the specific need of the automobile. These are the customization in the product attribute which may lead to the success of the product. As the brand of the automobile plays an important role in the purchase, the company stretches the power of the brand upward and downward direction.
The personality is the character that affects the purchase of the automobile. Nowadays, significant segmentation is being given to automobiles. Psychological factors also play a vital role in consumer behavior, “There are four important psychological factors affecting the consumer buying behavior. These are perception, motivation, learning, beliefs and attitudes.”
Consumer Buying Behavior of Paper
Paper is one of the products which calls for low involvement of the customer, and it can be treated as a product of general purposes as a use-and-throw item. Paper had high utility before 10 to 15 years. But in the present era, innovation and technology like computers have created the minimum demand for the product. Paper in common is used by the school-going children and for the newspaper.
People buy the product only when there is a utility for them, and they find them useful for writing or drafting any stuff. The demand for the product and the advertisement of the product is hard to create an impact on the people. These are the products that are of low involvement and one with a low consumer response.