consumer involvement.pdf

MARKETING
CONSUMER BEHAVIOUR
CONSUMER INVOLVEMENT
TYPES OF CONSUMER INVOLVEMENT
BENEFITS OF CONSUMER INVOLVEMENT
BENEFITS OF CONSUMER INVOLVEMENT
CHALLENGES IN INVOLVING CONSUMER

1. LOKESH.N
22MCM06
2
ND
M.COM
DRBCCC HINDU COLLEGE
Consumer
Involvement

2. THE LEVEL OF INVOLVEMENT A
CONSUMER HAS WITH A PRODUCT CAN
GREATLY AFFECT THEIR PURCHASING
BEHAVIOR. LET'S EXPLORE THE
FACTORS THAT INFLUENCE THIS
INVOLVEMENT AND HOW IT CAN
BENEFIT BUSINESSES
Consumer Involvement

3. Product Importance
How important is the product to the consumer's life? More important
products will require more involvement
❑Personal Relevance
How personally relevant is the product to the consumer? The more
relevant, the more involvement
❑Risk
The higher the risk of the purchase, the more involvement consumers will
have.
❑Perceived Cost
Consumers will be more involved if they perceive a product to be
expensive or difficult to obtain
Factors Influencing Consumer Involvement

4. Types of Consumer Involvement
Enduring Involvement
A long-term interest or commitment to a product category, such
as a passion for sports equipment or a hobby like gardening.
Situational Involvement
A temporary interest or necessity for a product, such as a car
purchase or buying a gift for someone
Emotional Involvement
An interest driven by positive or negative feelings towards a
product, such as a brand being associated with a positive memory.

5. Benefits of Increased Consumer Involvement
Increase in Brand Loyalty
Consumers who are
invested in a product are
more likely to stick with
that product and become
repeat customers
Insight into Consumer Behavior
By analyzing consumer
involvement, businesses can
understand why certain
consumers make the
choices they do
Product Development
With consumer
involvement, product
development teams can
receive valuable
feedback early on to
improve a product
before it is released to
the public

6. Measurement of Consumer Involvement
Self-Report Measures
Surveys, interviews, and questionnaires can be used to ask consumers
about their involvement levels
Observation Measures
Observing consumer behavior, such as amount of time spent researching
a product or engaging with a brand on social media, can provide insight
into involvement levels.

7. Involvement
Strategies for Increasing Consumer
Personalization
Allowing consumers to personalize a product can increase involvement by
making it more relevant to their needs.
❑ Gamification
Adding game-like elements, such as rewards or challenges, can increase
involvement by making the experience more fun and engaging.
❑ Community
Creating a community around a product can increase involvement by
allowing consumers to connect with others who share their interest
❑Education
Providing information and resources on a product or topic can increase
involvement by making consumers feel more knowledgeable about their
decision.

8. Challenges in Involving Consumers
1 Competition
Consumers have a limited amount of time and resources, and businesses must
compete for their attention and involvement.
2Misunderstanding
Businesses may not fully understand what drives consumer involvement, leading
to ineffective strategies
3Lack of Interest
Some products simply may not be interesting or relevant enough to consumers to
warrant high involvement.