MKTG 301 1st Edition Lecture 10 Importance of involvement Consumer Buying Decisions and Consumer Involvement Involvement 1 How much we have invested in time in thought research how involved am I going to be in this decision 2 Leads into continuum Routine Response Behavior Limited Decision Making 1 Low levels of involvement 2 You will be extensively involved w a purchase on much more variety Marketing Implications of Involvement 1 Searching for information Components of Culture 1 Global marketing pervasive its present 2 Shows itself in different ways Social Class The Impact of Social Class on Marketing 1 Where will they try to reach us 2 How will the categorize products PRACTICE QUESTION Using values culture or social class as your determining criteria can you name ONE PRODUCT you or a family member have purchased because of the influence of that factor YES NO Ex Ethnic hair products Social Influences 1 Reference groups ex College students consume dress alike ex aspiring to w graduates not non graduates 2 Opinion leaders not well known behind the scenes Ex HONY blogger 3 Family members ex Sister sounding like mom Individual Influences Skim briefly 1 Gender 2 Age Life Cycle 3 Personal Self Concept lifestyle Psychological Influence 1 Maslow s Hierarchy of Needs 1 Self actualization esteem social safety psychological needs 2 Once the psychological needs are met you can move on to the next step in hierarchy
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