Consumer Involvement

Examples of Consumer Involvement in the following topics:

• Marketing Changes Due to Involvement

  • Consumer involvement tends to vary dramatically depending on the type of product and its relationship to the consumer.
  • Low-Involvement purchases tend to be made by habitual decisions (e.g., dish washing liquid, toothbrush).
  • Moderate-Involvement purchases tend to be made by simple decisions (e.g., orange juice, snacks).
  • High-Involvement purchases tend to be made by lengthy or more involved decisions (e.g., a car or a house).
  • The four main types of buying behavior in consumer marketing depend on the level of consumer involvement:

• Service Operations

  • Involvement - Consumers are often directly involved in the service delivery.
  • The consumer is the center of the service, and thus each instance of the service is unique based on the individual involved.
  • Without a tangible good to ship, handle and produce, operational managers are instead focused on the execution of an activity to fill a consumer need.
  • Each execution is measured relative to the specific instance and that specific consumer, making tools like NPS surveys and other measures of individual satisfaction highly useful in optimizing.

• Factors Influencing Experience, Involvement, and Satisfaction

  • Consumers tend to be more involved with products that they believe can fill their own needs, which in turn are regarded as holding importance and relevance in their lives.
  • Object Factors: The degree of information that a consumers have about a product, including how well they can distinguish its characteristics, can also effect their experience, involvement, and satisfaction.
  • Deeper knowledge about a product also translates into higher involvement because the consumer perceives it as more important, especially if some of that knowledge pertains to characteristics that hold personal meaning.
  • Situational Factors: Products that can easily conform to and enrich a consumer's lifestyle tend to be consumed with more frequency and involvement.
  • Social Factors: Social influence can deeply affect consumer behavior, especially as related to the products they consider and consume.

• Involvement in Africa before 1884

• British Involvement in Egypt Post-Independence

• Government Involvement

  • Converted consumer-products plants filled many military orders.
  • Automakers built tanks and aircraft, for example, making the United States the "arsenal of democracy. " In an effort to prevent rising national income and scarce consumer products to cause inflation, the newly created Office of Price Administration controlled rents on some dwellings, rationed consumer items ranging from sugar to gasoline, and otherwise tried to restrain price increases.

• Marketing Classes of Products

  • Products can be classified based on consumer versus industrial goods and goods versus services.
  • Consumers desire to compare products categorized as shopping goods.
  • Most extractive products require some processing before purchase by the consumer.
  • In contrast, goods products are produced, stored, and then consumed.
  • High Buyer Involvement: With many service products, the purchaser may provide a great deal of input into the final form of the product.

• America's Growing Involvement in WWII

  • As Europe became increasingly consumed by war, so America became increasingly involved.

• Packaging Strategies

  • It creates an image of the brand that can be the on-shelf purchase trigger or at-home touch point for consumers across a range of products and categories.
  • Pack design should be given the same consideration in the marketing mix – it is a ‘guaranteed' daily connect with consumers.
  • One of the best ways to come up with functionality ideas is to observe your consumers using your products in their own environments and to ask questions.

• TQM