Comprehensive Report: Consumer Involvement and Purchase Decisions

This report delves into the crucial aspect of consumer involvement in marketing, emphasizing its significance in understanding consumer behavior and driving purchase decisions. It explores various factors that influence consumer involvement, including object factors like communication and situational factors such as purchase context. The report examines different levels of involvement, from low to high, and their impact on decision-making processes. It also highlights the major dimensions of involvement, such as involvement variables, properties, and response factors, which are essential for assessing market dynamics. Furthermore, the report discusses the moderating factors that affect the degree of involvement, such as opportunity and ability. By analyzing these elements, the report provides valuable insights into how businesses can enhance their marketing strategies and achieve their goals by effectively engaging with consumers. The report also emphasizes the importance of understanding consumer perception and behavior to make informed decisions regarding operations and functions. In essence, this report provides a comprehensive overview of consumer involvement, offering practical implications for businesses aiming to improve their marketing effectiveness.

UNDERSTANDING
CONSUMER

Table of Contents
INTRODUCTION...................................................................................................................................3
ASSESSMENT TASK..........................................................................................................................3
Consumer involvement...................................................................................................................3
CONCLUSION.......................................................................................................................................8
REFERENCES........................................................................................................................................9

INTRODUCTION
Understanding towards consumer is very important which describes to
achieve goals and objectives of the enterprise. This is because, it assist to
make sustainability of customer through fulfil their demand and requirement
(Wang, Cunningham and Eastin, 2015). Present study focus on consumer
understanding in different types of elements such as consumer involvement,
experiential consumption and many more things. These all are describes to
focus on particular aspects of the company. In this context, report focus on
objectives that are assist to make profitability through assess business
environment.
ASSESSMENT TASK
Consumer involvement
As per the view of Kunkel, Funk and King, (2014), consumer
understanding is the mindset that describes to motives of them towards
products and services. It assist to determine purchase decision in which
consumer involves for particular products and services. There are various
factors which create impact on their purchase decisions such as perception,
view, taste and preferences, etc. It involves different element through the
company can assess demand of each customer and their view towards
particular products and services (Kunkel, Funk and King, 2014). However,
Sarrami-Foroushani, Travaglia and Braithwaite, (2014) stated that consumer
always think about their last purchase through, they can make purchase
decisions. In this aspect, mindset motivates to them for purchase particular
products and services. They are perceive various roles and responsibility to
serve products and services accordingly to achieve their concentrate
towards the company. There are different level on which the company can
deliver particular products and services through product line and different
types (Sarrami-Foroushani, Travaglia and Braithwaite, 2014). According to
type of products and services, consumer make decisions.

According to Pham, Geuens and De Pelsmacker, (2013), research is
require to demonstrate consumer perception and outcomes towards the
particular products and services. In this aspect, decision making process
considers in effective manner through business can achieve their targets and
goals. Depending on each type of purchase, involvement of consumer take in
effective manner (Geuens and De Pelsmacker, 2013). In this aspect,
according to customer demand and requirement. Cohen, Prayag and Moital,
(2014), said that there are different involvement level in which each business
need to proceed to make their revenue and profits very high. It will assist to
make decisions regarding operations and functions. First element in this low
involvement in which decisions are considers on the basis of habitual
aspects. Generally grocery products are included within the business
environment. Further, medium level involvement in which simple decisions
are made according to feasibility. These types of products and services are
purchase on the basis of regular decisions (Cohen, Prayag and Moital, 2014).
Consumer go towards shopping malls and see products and services which
make within the business environment. In this involvement pair of shoes and
many other products included. In addition to this, high involvement in
consumer decisions are also included in this element. In this type of products
and services consumer are make decisions through spending more money to
buy products.
As per the point of Lowes and Hulatt, (2013), consumer involvement
defines as information which is processing in which customer is attach to buy
it. In this aspect, degree of involvement is significant which describes effect
on behavior. When consumer are purchase very costly products, they are
highly involved in process to get right products and services. In this aspect,
products and justified on the basis of rupee values (Lowes and Hulatt, 2013).
Factors which influence to consumer involvement
In this aspect, following factors included which creates impact on
consumer involvement:

Object factors
According to Huh, Delorme and Reid, (2016), there are various object
factors which create impact on consumer involvement process. In this
aspect, differentiation of alternatives, source of communication and content
of communication includes that are creates positive results within the
business environment through consumer involvement (Huh, Delorme and
Reid, 2016).
Situational factors
However, Daugherty and Hoffman, (2014) stated that situational factors
are create impact according to situation such as purchase, use and occasion.
In this aspect, consumer make decision according to situation in which they
are perform actions and activities. It will assist to make profitability and
positive results that acquire for development of the company. In addition to
this, it can be said that consumer make purchase decision according to
occasion and use (Daugherty and Hoffman, 2014).
Major dimension of involvement
In order to assess market, Geuens and De Pelsmacker, (2013) said that
various types of dimension can be taken at workplace of the company
through, they can involves consumer. In this aspect, following elements are
included:
Involvement variables: In this aspect, person, object and situation take place
which occur at workplace.
Involvement properties: In this way, intensity, direction and persistence
involves which measure involvement of consumer (Geuens and De
Pelsmacker, 2013).
Response factors: In this aspect, response from consumer can be taken
through search, information, process and decisions.

Factors which affect to degree of involvement
Moderating factors: According to Daugherty and Hoffman, (2014), moderating
factors are those which demonstrate opportunity and ability which include
process of information and influence to the level of involvement. For
instance, consumer are planning to buy mobile phone so that they are also
concentrate on interest in which they can ascertain results and profitability
at workplace. They are taking information from market regarding particular
brand and gain knowledge regarding particular products and services
(Daugherty and Hoffman, 2014).
Involvement variables: As per the view of Huh, Delorme and Reid, (2016),
there are various element which are related to the involvement variable. In
which first variable include person in which their need, values and interest
can be ascertain to develop market for consumer involvement. For instance,
if someone want to buy computer they are taking view and conscious about
brand of products and services (Huh, Delorme and Reid, 2016).
Object: Object are defines as stimuli which perceive with closely related to
values, and interest areas. For example, all purchasers of computer assist to
make decisions at same level of involvement.
Involvement property: Involvement property includes intensity, direction and
persistence which assist to make decisions regarding products and services.
In this aspect, Lowes and Hulatt, (2013), argued that intensity determines
involvement in term of experience which comes from purchasing products
and services (Lowes and Hulatt, 2013). However, Geuens and De
Pelsmacker, (2013), said that direction is defines as focus on involvement
that includes variables which strongly create impact on the business
performance in term of consumer involvement. In addition to this, Daugherty
and Hoffman, (2014) defines that persistence describes length of time which
involves for remain consumer who are involves in purchase decisions
(Daugherty and Hoffman, 2014).

Response factors: Response factors are those elements that describes how
consumer behave in involvement decision which assist to make profitability
in systematic way. In this aspect, different pattern of information search,
processing and alternatives evaluation concerned with post decisions
actions.
In addition to this, Geuens and De Pelsmacker, (2013) argued that
consumer involvement is very important which describes with five elements
such as ego, commitment, communication, purchase and response. These all
elements are includes together to includes consumer decisions. In this
aspect, ego involvement are describes which originate with social
psychology that develops values of person in particular situation and
aspects. It also consisting with purchasing pattern of each employee who
perform functions and operation within the business environment (Geuens
and De Pelsmacker, 2013).
However, Huh, Delorme and Reid, (2016) stated that commitment
involvement is another concept that describes for to make decisions and
involvement through ascertain results at workplace. In this aspect, terms and
regulations are involves which describes to attain positive working
environment and outcomes in the organization. This involvement is
regulating with analysis whole market which emphasize on consumer
behavior and their perception towards products and services (Huh, Delorme
and Reid, 2016). With the help of commitment, the company can easily get
right attention towards products and services that are made to develop
positive working environment. It is conducted through market research and
programs which assist to make decisions at workplace.
As per the view of Chiu, Lee and Chen, (2014) communication
involvement also taken at workplace that describes to attain positive results
and performances. It will make involvement of consumer through make
interaction with business member so that they can easily develops whole
market. It will also assist to make decisions which assist to ascertain

effective results and performances. Thereafter, every consumer involves in
decision making for purchase products and services (Chiu, Lee and Chen,
2014). Thus, Daugherty and Hoffman, (2014) argued that purchase decisions
are made according to feasibility work that describes to take effective results
and performances at workplace. There are various factors which includes to
make purchase decisions and involvement to undertake profitability and
ascertain positive results (Daugherty and Hoffman, 2014).
According to Zhao, Gao and Zhu, (2014), response involvement
describes as level of cognitive and behavioral processing that describes to
assist reduce complexity from business issues. It will helpful to ascertain
results for generate high profits and results at workplace (Zhao, Gao and
Zhu, 2014).
CONCLUSION
From the above report, it has been analyzed that consumer
involvement is very important element to describe understanding towards
them. In this aspect, every organization undertake market research through
they are able to deliver effective performances and results at workplace.
Furthermore, there are various factors which create impact on consumer
understanding which describes to measure performances.

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