Consumer Buying Behaviour Quadrants
Consumer buyer behaviour segments products into four quadrants
High involvement-think
This actually makes the consumer to think before buying. For buying these products the consumer has to do a bit of thinking as the products are expensive and can be bought once and not again and again. This will involve the economic side. Examples could be cars, T.V., camera, etc.
High involvement-feel
For buying products included in this category, the consumer has to actually feel the importance or the need of the product. This will involve the psychological side. Examples could be baby food, cooking oil, special skin creams, etc.
Low involvement-think
For buying the products included in this category, a consumer does not have to think much. These products are needed in daily life. These products are responsive i.e. you don’t have an option, if you have to buy you will. Examples would be detergents, headache pills, engine oil, etc.
Low involvement-feel
These products are basically there to satisfy the needs and wants of a consumer. For buying these products, a consumer does not have to think much. Examples included in this category would be ice creams, soft drinks, etc.
High versus Low Involvement Problem-Solving
High Involvement purchase occasions, require extensive problem-solving.
Items can be expensive.
Have serious personal consequences.
Reflect one’s social image.
These occasions typically involve:
Extensive information search, identification and evaluation of alternatives.
Consideration of several products attributes and brands.
The formation of attitudes.
Word-of-mouth. i.e. communication.
E.g. the purchase of an automobile or stereo system.
Low Involvement purchase occasions, require routine problem solving, typically involve little information search or consideration of various brands, other than price.
Items may be purchased frequently or out of habit, they usually don’t involve any personal consequences.
They tend to be privately consumed. E.g. the purchase of soap or toothpaste.
Consumer buyer behaviour segments products into four quadrants
High involvement-think
This actually makes the consumer to think before buying. For buying these products the consumer has to do a bit of thinking as the products are expensive and can be bought once and not again and again. This will involve the economic side. Examples could be cars, T.V., camera, etc.
High involvement-feel
For buying products included in this category, the consumer has to actually feel the importance or the need of the product. This will involve the psychological side. Examples could be baby food, cooking oil, special skin creams, etc.
Low involvement-think
For buying the products included in this category, a consumer does not have to think much. These products are needed in daily life. These products are responsive i.e. you don’t have an option, if you have to buy you will. Examples would be detergents, headache pills, engine oil, etc.
Low involvement-feel
These products are basically there to satisfy the needs and wants of a consumer. For buying these products, a consumer does not have to think much. Examples included in this category would be ice creams, soft drinks, etc.
High versus Low Involvement Problem-Solving
High Involvement purchase occasions, require extensive problem-solving.
Items can be expensive.
Have serious personal consequences.
Reflect one’s social image.
These occasions typically involve:
Extensive information search, identification and evaluation of alternatives.
Consideration of several products attributes and brands.
The formation of attitudes.
Word-of-mouth. i.e. communication.
E.g. the purchase of an automobile or stereo system.
Low Involvement purchase occasions, require routine problem solving, typically involve little information search or consideration of various brands, other than price.
Items may be purchased frequently or out of habit, they usually don’t involve any personal consequences.
They tend to be privately consumed. E.g. the purchase of soap or toothpaste.