CB: Session 5A Consumer Involvement

For consumers like us, not all product purchase decisions are alike. Some products are of more importance to us some are less. Some products are of less value some are more. Some we can buy on impulse some requires a lot of thinking and research. Some we use as ritual some on special occasions. Some we purchase for ourselves and some for others. Also there are product purchases with which we have a lot of emotional attachments. In other words we have different connections with the products we buy. These connections are termed as involvements.

The involvement with the product purchase can be understood with the FIRST principle. Where;

F: perceived Financial Risk attached with the purchase or the overall financial obligation

I: Importance is related to person for whom the product is purchased

R: Relevance and utility at the given point in time

S: Status that comes along with purchase

T: Thinking and information processing requirements

If any of them is high, the product purchase is categorised as high involvement product. In such cases, very few brands are acceptable to the consumer. If none of them can be associated with the purchase, the product is termed as low involvement product. Number of options is available for such consumers.

Let us understand with this comparative analysis

Principle	High Involvement	Low Involvement
Financial Risk	If the financial obligation is high, consumer would assess all the perceived risks and evaluate consequences before the product purchase. He would not trust many brands and would select from very few. Some examples in this category are house, car, electronics and so on.	If financial obligation is low, consumer will seek variety are would like to try newer brands. Many brands are sold in FMCG category as consumers are not very involved in the purchase. Sales promotion and heuristics works best. Here, consumers are also likely to buy unbranded and counterfeit items. Such buying behaviour is termed as Variety Seeking Buying Behaviour.
Importance	In cases where the product is purchased for self or for someone very near and dear. For example, personal care products like shampoo face cream and perfumes. Most of the consumers are very particular on the brand they use.	In case where the product is just a routine purchase Here also any brand would do. For example household products like grocery and vegetables. Such buying behaviour is termed as Habitual Buying Behaviour.
Relevance	When the purchase is very relevant at that time. In this case, the consumer strives to get the product and not very much concerned about the brand. Later on if he finds any problem he/she tries to resolve it. Such behaviour is known as Dissonance Reducing Behaviour. For example, a student buying a printer to complete his assignments on time.	If the purchase is not very relevant, the consumer tries to postpone the purchase. Otherwise, he would ask anyone to buy for him/her.
Status	Products that boost the status calls for more involvement. In this case, purchases are mostly psychological than need based. Surge for branded cloths and apparels is one example. Since there are number of options available the buying behaviour displayed is called as Complex Buying Behaviour.	Products that don’t add to status are bought as routine purchase. For example, grocery items.
Thinking	When there is a lot of thinking involved. Consumer has to choose between umpteen numbers of alternative brands. For example, consumer durables.	Where not much of information processing is required. For example, batteries and bulbs.