Marketing

Running head: MARKETING
Marketing
Company name: True technique
Student Identifier (name and number)
Subject code and name

MARKETING 2
Table of Contents
Identification of consumer buyer characteristics.........................................................................................3
Level of involvement of consumers that purchase the product/service....................................................3
Situational, psychological and social influences on the buying decision process....................................4
Segmentation variables............................................................................................................................4
01 (one) buyer persona................................................................................................................................5
Positioning statement...................................................................................................................................6
References...................................................................................................................................................7
Appendix: Positioning map.........................................................................................................................8

MARKETING 3
Identification of consumer buyer characteristics
Level of involvement of consumers that purchase the product/service
(Sources: Hidalgo, 2017).
There are two sorts of involvement that the customer focuses on buying decision making:
Low Involvement:
In this category, products entail a low level of risk and no risk and could be inexpensive at a
longer period. Moreover, customers purchase low involvement product involuntarily. Example
of low involvements services is yoga, Aerobics, and body weight training. When a customer
purchases bodyweight training then he could take any package of training. Here, customers will
voluntarily purchase. When a customer purchases bodyweight training then every brand of Gym
has the same utility except the choice of customers (Ascarza, 2018). There is no risk entailed
even if customer purchases bodyweight training that is not his preferred brand.
High Involvement:
In this category, there is a high level of risk and most probably expensive. For example, high
involvement products are group training, massage chair, and high-intensity interval training. For
instance, when a customer is purchasing high-intensity interval training then he would