Impact of marketing strategies on high and low involvement consumer products

Abstract

An organization's strategy that combines all of its marketing goals into one integrated plan is the Marketing strategy. Marketing strategy should be designed based on the level of information that the consumer needs to process in order make a purchase decision. At the point of purchase, Consumer Decision Making is a determining factor which falls into three categories: Routine response behaviour, Limited decision making and Extensive decision making. This classification can be done on the basis of various factors like level of consumer involvement, degree of information search and cost of the good or service, among which involvement is the most important one. This involvement can be classified as low (routine response behaviour), moderate (Limited decision making) and high (extensive decision making). Thus marketing strategy in turn depends on the level of involvement that a consumer experiences with a particular product Thus, both these aspects which are important at the point of purchase are addressed through this project as to how marketing strategies impact the High involvement consumer products.