Tui Mkt301 Module 1 Case

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TUI University

MKT 301

Winter 2012

Module 1, Case Assignment

High Involvement: Infinity FX35; Low Involvement: Starbucks Coffee Explain why the first product you chose was a High Involvement purchase and why the second was a Low Involvement purchase. Describe in detail the process you went through in buying each product.  Bear in mind that the purpose of the assignment is to demonstrate the depth of your understanding of the teaching materials. Identify and discuss the differences between the ways you went through the purchase decision processes for the two products. Explain how you might use your understanding of the Model of Consumer Buying Behavior for the two products.

High Involvement vs Low Involvement Purchases

The purchase of anything is based on the consumer background, lifestyle, and comfort in which is a routine action or something that requires attention. This is generally tied to currency and risk. High Involvement: My recent high involvement purchase was an Infinity FX35. This purchase was a $57000 automobile that required effort and thought to purchase. This vehicle also represents an impact to my debt to income ratio and required a nominal loan that would influence my monthly cash flow over a period of time. High involvement purchase here is linked to high cost, my expression of status and ego. This was also an emotional purchase as I chose to purchase a product that fit my culture, my personal expectations of status and the immediate purchasing power that this represents. I know that a new car would represent a 40% loss of equity within a three year period but this represents a decision that was based on an acceptable level of risk. Recognizing the need for a new car that fit my wants, doing research and test driving multiple vehicles in this class, buying and evaluating post purchase are all solid steps in the purchase decision process (PDP). Actual branding of a luxury sport crossover played the most significant role in classifying this as a high involvement product. Low Involvement: Starbucks Coffee is what I would consider a low involvement product or service. There is not much thought put into this type of purchase and skips many of the PDP stages. This product or service is more about segmentation, habits, and brand loyalty. A low involvement purchase has little to no risk or monetary impact based on the individuals involvement. Starbucks Coffee represents a routine action that provides me with a fragmented conversation, a sense of satisfaction, and need to appease routine habits that is driven by the daily urge for caffeine and social interaction. A cup of coffee requires no evaluation process. The individual purchase decision process was night and day for these two products. The Infinity FX35 was influenced by more than one aspect of my decision making process. I followed more of the Do – Learn – Feel process with this purchase as it ended up representing a form of self-satisfaction to me versus and informed decision. I followed fragmented parts of the PDP. I knew that I needed a vehicle within the next year as I was giving my current car to my daughter. Based on a series of events I moved my purchase timeline to the current week. I knew I needed a car in a condensed timeframe and had the resources to buy anything that I would come across. While driving down a street I pulled into the infinity dealer, was captivated by the vehicle sitting in the center of the show room floor and told the sales person to ring it up. There was no information search or evaluation of alternatives as this was a vehicle that grasped at the superficial aspects of environmental influences and individual differences within me. I knew that Infinity was an upper-scaled Nissan vehicle and that I wanted to buy a vehicle that represented a separate class of society as well a sense of accomplishment for myself. The regular purchase of a Starbucks coffee on a daily basis is habit that is perpetuated with a...
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