Low & High Involvement Products
MAJOR ASSIGNMENT
Definition of High involvement products:
They are products with high capital value goods or services that are psychological important to the buyer because they address social or ego needs and therefore carry social and psychological risk. The buyer is prepared to spend careful, considerable time and effort in searching for the right and most suitable product. They are all expensive products, purchases which tend to be linked to high cost where the advertising is focus on visual and emotional appeals. Lots of celebrity endorsements are used. The products are mostly found at specific locations: showrooms, specialized guide books/ booklets/ magazines and own website (with reference to the brand name)
Some examples of high involvement products are:
For individuals * Cars, Jewelries, Weddings, Holiday travel plans, House, etc.
For businesses * Office design, Technological infrastructures, Advertising, Hiring of employees (in a certain limit), etc.
Definition of Low involvement products:
They are products which are brought frequently and with a minimum of thought and effort because they are not of vital concern nor have any great impact on the consumer’s lifestyle. The buyer does not associate any risk while purchasing these products as it is often habit buying products. The prices are relatively low, the typical advertising role is to get consumer to sample or switch product thus breaking the habit of spending money with the competitor. Tactical approaches like coupons, sales/discount promos or any other incentives are often used. They are found and displayed easily everywhere, availability is the must.
Some examples of low involvement products:
Bread, Toothpaste, Chewing gums, Stationeries (pens, staples, paper, etc.), Cigarettes, Movies, Candies, etc.
LOW INVOLVEMENT PRODUCT: PEPSI & COCA-COLA
ITEM 01: Poster from Quality Beverages Ltd, Mauritius dated for the World Cup 2010.(Annexed 01)
ITEM 02: Advert from the
Definition of High involvement products:
They are products with high capital value goods or services that are psychological important to the buyer because they address social or ego needs and therefore carry social and psychological risk. The buyer is prepared to spend careful, considerable time and effort in searching for the right and most suitable product. They are all expensive products, purchases which tend to be linked to high cost where the advertising is focus on visual and emotional appeals. Lots of celebrity endorsements are used. The products are mostly found at specific locations: showrooms, specialized guide books/ booklets/ magazines and own website (with reference to the brand name)
Some examples of high involvement products are:
For individuals * Cars, Jewelries, Weddings, Holiday travel plans, House, etc.
For businesses * Office design, Technological infrastructures, Advertising, Hiring of employees (in a certain limit), etc.
Definition of Low involvement products:
They are products which are brought frequently and with a minimum of thought and effort because they are not of vital concern nor have any great impact on the consumer’s lifestyle. The buyer does not associate any risk while purchasing these products as it is often habit buying products. The prices are relatively low, the typical advertising role is to get consumer to sample or switch product thus breaking the habit of spending money with the competitor. Tactical approaches like coupons, sales/discount promos or any other incentives are often used. They are found and displayed easily everywhere, availability is the must.
Some examples of low involvement products:
Bread, Toothpaste, Chewing gums, Stationeries (pens, staples, paper, etc.), Cigarettes, Movies, Candies, etc.
LOW INVOLVEMENT PRODUCT: PEPSI & COCA-COLA
ITEM 01: Poster from Quality Beverages Ltd, Mauritius dated for the World Cup 2010.(Annexed 01)
ITEM 02: Advert from the