Marketing

Running head: MARKETING
Marketing

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................................................................................................... 5
01 (one) buyer persona...................................................................................................... 6
Positioning statement........................................................................................................ 6
References..................................................................................................................... 8
Appendix: Positioning map................................................................................................. 9

MARKETING 3
Identification of consumer buyer characteristics
Level of involvement of consumers that purchase the product/service
(Sources: Fernie & Sparks, 2018).
There are different kinds of involvement that a customer emphasizes on purchasing decision
making. It is described as given below:
Low Involvement:
In this type, product considers the low extent of risk and no risk as well as, it could be affordable
at longer time. In addition, consumer buys low involvement of product unwillingly. For
illustration, low involvement services are local brand clothing and accessories. While a consumer
buys the local brand clothing and accessories then there are chances to get in affordable price