involved in a purchase and significant perceived different among brands. And buying
a cup of coffee is a habitual buying behavior as there is low consumer involvement
and few significant perceived brand differences.
Need recognition: Consumers purchasing an automobile may because of their esteem
needs. They think that automobile is a symbol of status and self-identity and their
self-image is tied to the product. But for buying a cup of coffee is a physiological
needs that consumers buy for it because they feel thirsty.
Information search and Evaluation of alternatives: Automobile is a high
involvement, expensive and purchased infrequently product. Consumers will actively
search for information to evaluate and consider alternative brands by applying
specific criteria such as price, performance, durability and service for an automobile.
Consumers may also gain information through the dealer, know the relative
advantages of another brand before the purchase.
Purchasing a cup of coffee in the same shop everyday, is a low involvement with most
low-cost and frequently purchases products. Consumers do not search extensively for
information about the brands, evaluate brand characteristics and make weighty
decisions about which brands to buy. They simply go to the store and reach for a
brand. As the consumer is satisfied with a particular brand and purchases it
consistently, in such case, no decision making may take place.
Risk: Automobile is an expensive and risky item that may involve financial risk to the
consumers. Also, once the automobile is out of work, it will involve a performance
risk. For coffee, it is a low price and low risk products that purchasing the same brand
of coffee everyday can reduces the risk of product failure.