Symbiosis Institute of Business Management, Hyderabad

Name of the Faculty Dr. Saradhi Kumar Gonela

Course Consumer Behaviors

Semester – III Batch of 2020-22

Assignment Date 26/10/2021

Submission Date 08/11/2021

Topic: - High involvement & Low Involvement Products

Group 2
Sl. No. PRN Name Remarks

1. 20021141069 ASUTOSH PATIL

2. 20021141134 PRATIK MUKHERJEE

3. 20021141105 SHREYASI BASAK

4. 20021141021 SANIKA BARVE

INTRODUCTION
Some customers may be able to make rapid purchasing judgments based on their experience and
expertise, while others may require further information and involvement in the decision-making process
before making a purchase. The level of participation indicates how personally significant or engaged you
are in consuming a product, as well as how much information you require before making a decision. The
amount of customer engagement in purchasing decisions may be viewed of as a continuum, ranging
from very ordinary (consumers are not particularly involved) to decisions requiring substantial
consideration and a high level of involvement. Involvement varies depending on whether a decision is
low, high, or limited. Consumers show varying levels of participation while making such purchases.
Products with a high level of participation show the consumer's personality, status, and justified
lifestyle. Low-involvement items are ones that are purchased on a regular basis.

Difference Between Low Involvement and High Involvement

Low Involvement High Involvement

Shampoo Luxury vehicle

Product Hand soap Cruise/Vacation
Detergent Colour of House

Place Wide distribution Exclusive/Limited distribution

Price Competitive/Low Luxury/High

Push marketing; mass advertising; Pull marketing; personal selling; email

Promotion
TV; radio; coupons; sales promotions marketing; personalized communications

Information
None/Minimal Extensive
Search

Evaluation of
None/Minimal Considerable/Extensive
Alternatives

Purchasing Routine-response; automatic;

Extended problem-solving
Behaviour impulsive

Purchasing
High/Regular basis Low-seldom/Special occasion
Frequency

High Involvement Products

Exorbitant-involvement items pose a significant risk to customers if they fail or have high price tags. The
finest illustration of this is a home, vehicle, or insurance coverage. These aren't items that are frequently
bought. When purchasing high-involvement products, customers do not participate in routine reaction
behaviour. Rather, purchasers participate in what is known as prolonged problem solving, in which they
spend a significant amount of time analysing product possibilities, costs, and warranties, among other
things. If customers are hesitant about their purchases, high-involvement products will produce
significant post-purchase dissonance. Companies who offer high-involvement goods are well aware of
the problem of post-purchase dissonance. Frequently, they aim to present consumers with as much
information as possible about the goods they're purchasing, including why they're better than
competing companies and how they won't let them down. In general, salespeople aim to provide a lot of
"hand-holding" to their clients.
The high involvement decisions are made after careful consideration and lots of thought. There are four
important characteristics of high involvement buying decisions.
I. Family Decisions Making roles
II. On the process of arriving at a decisions
III. The sources through which they got their information
IV. Post purchase periods
Here we are taking the three high involvement products
a) Car
b) House Painting Colors
c) Refrigerator
Here we are assuming one family where father’s age is 45, Mother’s age is 43 and Son’s age is 18

Products Upper Class Middle class Lower Class

Family Father Mother Son Father Mother Son Father Mother Son
member
Car 75% (We 15% 10% 40% (We 30% 30% 60% (We 25% 15%
assume assume assume
that that that
father is father is father is
taking taking taking
car for car for car for
his own his his
purpose) family) family)
House 25% 55% 20% 30% 45% 25% 40% 40% 20%
Painting
Colors
Refrigerator 30% 65% 5% 30% 55% 20% 40% 50% 10%

Product: Car (Here we have taken middle-class family)

 I. Family Decisions Making roles:
In middle class family, Car is taken for family purpose. At first, they think about ROI. For family Decision
to buy a car, father would get the weightage of 40% because father will arrange the money and he will
be thinking about family comfort, mileage and some features of the car and also will look into the fact
that all the family members are comfortably fitting into the car, mother would get the weightage 30%
because she will be looking at the price, looks, color, comfort and safety of the car and son would also
get the weightage of 30% because he will be deciding the latest features, looks and son will bring the
comparison on models.

II. On the process of arriving at a decision:

a) Budget: In middle class family, people will look into the budget. It generally ranges within 10
lakhs. This budget will depend on family income, approved loan amount and EMI.
b) Features: Here, first family will look into the size of the car like 7-seater or 5-seater. If it will be 5-
seater then will think either sedan or hatchback. Afterthat family will look into the mileage,
safety (Airbag), comfort, brand (Hyundai, Maruti, Tata, Honda) maintenance cost (servicing cost,
price of parts) and features (Power Window, Audio, AC, Charging point, Reverse Camera,
Sunroof).
c) Comparison: Here family will look into the car where they will get the number of features on the
basis of price within their budget. Consumer mainly notice the major differences between
alternatives.
d) Projection of self: Some families are quite particular about what they buy; for example, if a
family claims to exclusively drive a specific branded automobile, this indicates that the consumer
is willing to spend more for the brand and convince themselves that they are not a run-of-the-
mill type buyer.
e) Evaluation of risk: Presence of high risks leads to high involvement. A consumer is interested to
evaluate risks to know how to minimize them and if possible, to avoid them; for example, A
family will avoid to buy Renault car, after getting 7-seater also, within their budget due to high
maintenance cost and lack of spare parts and service center.
f) Decision making on brands and products: The option, they are having right now. Example:
Maruti- Alto, Swift, Wagon-R; Hyundai- Eon, i10,i20; Tata- Altroz, Tiago, Nexon; Honda- Jazz,
Amaze, WR-V., Nexa-Baleno

III. The sources through which they got their information:

 Advertisement: One of the sources of getting information is from Advertisement on TVs and
newspaper.
 Online sites: Another source of getting information is Online sites like facebook, linkedin,
Youtube, Google, different blogs and so on where we get the details of the product and we can
even get the comparison.
 Family/Friends: Consumer will also get the information from their friends and family members
and we get the details of the products from their experience and even get influenced from peer
pressure.
After getting information from the sources the family came to the option of 4 cars. They are: Hyundai
i20, Honda WR-V, Tata Nexon, Nexa- Baleno.
From this above mentioned 4 cars, they have selected Tata Nexon. Because what earlier we have
mentioned, it is coming within their expectations. For an example Price of Tata Nexon is very attractive.
Tata Nexon has highest ground clearance of 209mm in this segment. Due to high Quality Audio System(4
speaker and 4 tweeters from Harman Kardon which is used in Mercedes Benz CLA 200, BMW 5 series)
and Posh Interior with 360 liters of boot space attract the consumers. This car has a punchy petrol
engine, latest design and lot of high end features. The most impressive thing is safety that nexon is the
first car in India which got 5 stars in GLOBAL NCAP.

IV. Post Purchase Periods:

Family is very satisfied with the performance of this car. It has lot of space in front and also for back
passengers. It gives around 12km in the city and around 18km on the highway. Nexon has different
modes which sports mode helps to reach 80km per hour in the city in 3 rd gear. They went for the off
roading where they feel very comfortable due to high ground clearance. It’s little noisy than other cars
and there is another problem of alignment. Otherwise, the service of the car is really good.

Product: House Painting Color (Here we have taken middle-class family)

I. Family Decisions Making roles:

In middle class family, People generally change the color of house in every 10-15 years. It’s a big decision
for a family to take because in every generation the preference of colors generally change. For this kind
of decision taking Father would get the weightage of 30% because he decides the budget of the colors
which depends on the texture and the quality. Mother will get the highest preference of weightage 45%
because generally women decide the decoration of the house like color combination and the texture of
the color and son would also get the weightage of 25% because he generally chooses for his own room
and sometimes, he can contribute for whole decision making.

II. On the process of arriving at a decisions:

a) Budget: In middle class family, people will look into the budget. It generally ranges within 1 lakh.
This budget will depend on family income, condition of the house, any big family occasion.
b) Features: Here, first family will look into the brand (Asian Paints, Berger, Kansai Nerolac). Then
Family will look into the color’s quality (Lifespan, Weather prevention power), different types of
colors and latest options of Color’s combination.
 c) Comparison: Here family will look into the color where they will get the more varieties of color
in best price within their budget. Consumer mainly notice the major differences between
alternatives.
d) Projection of self: Some Families are very specific about what they buy; for example, if one
family claims that they use only specific branded color, it means the consumer is ready to pay
more for the brand and convince themselves that they are not a run-of-the-mill type buyer.
e) Evaluation of risk: Presence of high risks leads to high involvement. A consumer is interested to
evaluate risks to know how to minimize them and if possible, to avoid them; for example, A
family will avoid to buy Shalimar paints, after getting in cheap price also, within their budget due
to low quality and less durability.
f) Decision making on brands and products: The option, they are having right now. Example: Asian
Paint Apex Ultima, Dulux Weathersheild Max, Nerolac Exel mica marble, Berger Weathercoat
long life, Nippon Shogun.

III. The sources through which they got their information

 Advertisement: One of the sources of getting information is from Advertisement on TVs and
newspaper.
 Online sites: Another source of getting information is Online sites like facebook, linkedin,
Youtube, Google, different blogs and so on where we get the details of the product and we can
even get the comparison.
 Family/Friends: Consumer will also get the information from their friends and family members
and we get the details of the products from their experience and even get influenced from peer
pressure.

After getting information from the sources the family came to the option of 4. They are: Asian Paint
Apex Ultima, Dulux Weathersheild Max, Berger Weathercoat long life.
From this above mentioned 4 options, they have selected Berger Weathercoat long life. Because what
earlier we have mentioned, it is coming within their expectations. For an example Berger Weathercoat
Long life provides long 5 years warranty, Antimicrobial, Anti-Fungal protection and Anti Dust Guard
Technology.

IV. Post Purchase Periods:

This Exterior paint has completely changed the overall look of the house which is very attractive. Due to
advanced technologies, Dust does not stick to the exterior walls even there is some moisture which
makes the house looks good even after 3 years of the paint. Due to dust, rain or extreme moisture this
paint does not let the house lose its sheen. The family even recommended the paint to family and peers
because of its durability and affordable budget.

Product: Refrigerator (Here we have taken middle-class family)

I. Family Decisions Making roles:
In middle class family, Refrigerator is taken for family purpose. At first, they think about ROI to buy new
refrigerator. For family Decision to buy a refrigerator, father would get the weightage of 30% because
father will arrange the money and he will be thinking about current consumption and lifespan. Mother
will get the highest preference of weightage 50% because she will be dealing with the refrigerator
mostly. So, she will be looking at the price, space, number of drawers, model, looks, color and son would
also get the weightage of 20% because he will be deciding the latest features, looks, color and son will
bring the comparison on models.

II. On the process of arriving at a decisions:

a) Budget: In middle class family, people will look into the budget. It generally ranges within 25
thousand. This budget will depend on family income and EMI.
b) Features: Here, first family will look into the size of refrigerator. Then Family will look into the
color, Energy Efficiency (At least 3 Stars), Number of Drawers, Double door and latest features.
c) Comparison: Here family will look into the refrigerator where they will get the number of
drawers, features, different types of color combination on the basis of price within their budget.
Consumer mainly notice the major differences between alternatives.
d) Projection of self: Some Families are highly particular about what they buy; for example, if a
family claims that they use only specific branded refrigerator, it means the consumer is ready to
pay more for the brand and convince themselves that they are not a typical buyer.
e) Evaluation of risk: Presence of high risks leads to high involvement. A consumer is interested to
evaluate risks to know how to minimize them and if possible, to avoid them; for example, A
family will avoid to buy Whirlpool, after getting lot of features also, within their budget due to
high maintenance cost, drawers also get damaged easily, unorganized internal storage, narrow
space, leakage problem, poor customer service and whirring sounds from motors in less than a
year.
f) Decision making on brands and products: The option, they are having right now. Example:
Godrej, Samsung, LG, Whirlpool, Haier.

III. The sources through which they got their information:

 Advertisement: One of the sources of getting information is from Advertisement on TVs and
newspaper.
 Online sites: Another source of getting information is Online sites like facebook, linkedin,
Youtube, Google, different blogs and so on where we get the details of the product and we can
even get the comparison.
 Family/Friends: Consumer will also get the information from their friends and family members
and we get the details of the products from their experience and even get influenced from peer
pressure.

After getting information from the sources the family came to the option of 3. They are: Godrej, LG,
Samsung
From this above mentioned 3 options, they have selected Godrej. Because what earlier we have
mentioned, it is coming within their expectations. For an example Family choose Godrej 244L Double
Door 3-star refrigerator which is coming under their budget that is Rs. 23290. This is good for families of
3-5 members. It has multi-inverter technology and Frost Free (Auto Fridge defrost to stop ice-build up).

IV. Post Purchase Periods:

Overall family is satisfied with the refrigerator as it is working really good last 3 years. Cooling efficiency
is good as the vegetables stay fresh for longer. It has also good storage space but problem is with noise
and when they required service for the refrigerator, technician came really late and poor
communication from their side.

Low Involvement Product

These are the products that are purchased on a regular basis with little thinking and effort since they are
not of critical importance or have a significant impact on the consumer's lifestyle. Such products are
generally like household cleaning supplies and daily care products, they could even be chewing gum
picked up at a store. Since not much thought is put into the reasons for buying that product.

Product: SHAMPOO

I. Brands used before settling on a product:

A person in the family must have at least experimented with 3 brands before settling on a specific
brand. But it is difficult to estimate the number of brands a certain family has used before settling on a
specific brand of shampoo simply because different brands and products will be used within the family
itself. Differentiated based on a family member’s requirement. For example, a male member might use a
different shampoo from a female member or a member with dry scalp/dandruff will use a different
shampoo from a person with curly hair. So, there are multiple probabilities and combinations. For
example, if a customer has dandruff, they will try multiple anti-dandruff shampoos but they will be much
keener on trying a head and shoulders product since they very heavily advertise their anti-dandruff
capabilities.

II. Time is taken to settle on a brand:

The results for a product like a shampoo can be seen within a few washes or even faster. For example, a
person using it to get shiny and smooth hair can visibly see and feel the difference within a short
amount of time. So, the time taken to settle on a brand can be chalked down to the completion of use of
products (usually only one cycle of use since results can be seen quickly) before finding the right
product. For example, if a head and shoulders shampoo doesn’t work for a certain period the customer
might get fed up and try a different anti-dandruff shampoo.
III. Reasons to settle down on a particular brand:
Since the pricing of a bottle of shampoo is an FMCG product is very competitive, the cost is a much
smaller factor in the buying decision of a shampoo compared to its effectiveness it. A family/individual
will most probably settle down on a brand for its benefits and effectiveness to that family/individual.

IV. How a family has resolved/is resolving differences while settling on a brand of
shampoo:
As explained above, the cost is a smaller factor to be considered before the effectiveness of shampoo.
Using the wrong type of shampoo can cause it to either have no effect or have a bad reaction to using it.
That in itself should be a just reason for a family to settle on a particular brand of shampoo.

Product: DETERGENT

I. Brands used before settling on a product:

Laundry detergent doesn’t take much trial & error since their performance is quite similar or because
the consumers cannot tell the difference easily. It is difficult to differentiate unless a product is
significantly lower in quality and results in visible damage to the clothes. 

II. Time is taken to settle on a brand:

It doesn’t take much time for a consumer to settle on a brand for detergent because usually, the
thought process for it is that if it works, it is good. Consumers also tend to stick to a particular brand of
detergent and do not put much thought into purchasing it like exploring other brands unless their
current detergent shows signs of damage to the laundry. For example, if a family tries out ariel and tide
products and the tide products seem to make the clothes softer to the touch, it doesn't matter if they
visibly look the same. The family will choose the Tide detergent.

III. Reasons to settle down on a particular brand:

As is the case with most low involvement products, things like advertising & attention-grabbing
arrangement of product in shelf space is a plausible explanation for a consumer buying a particular
brand of detergent in the first place. And after that if the quality is good, the brand is generally retained.

IV. How a family has resolved/is resolving differences while settling on a brand of
detergent:

It is highly unlikely for families to have differences in detergents. Since there are problems with
detergent, every member of the family will be affected and will decide to change the brand.
Product: TEA POWDER

I. Brands used before arriving at decision:

The decision for a brand of tea depends on the taste of each individual. Tea powder has different
ingredients in it so it depends on the requirement of each individual or family of their ingredients. But
before arriving at a conclusion for which brand of tea to buy, the customers might buy small quantities
of tea packets for trial and then finally settle on one. Customers looking to buy a tea powder will
definitely try the heavily advertised products such as TATA tea and Society tea, but if they also include
some indie tea companies and prefer the taste, if it fits the budget allocated for monthly consump[tion
of tea, the tea which satisfies the taste criteria will be chosen.

II. Time is taken to settle on a brand:

Time taken to settle on a brand depends on the time taken by each family or each individual to get used
to the taste of the tea powder. Also how it suits each individual ingredient-wise.

III. Reasons to settle on a brand: 

For tea a person initially chooses a brand depending on the advertisements and the customer review of
that product. A consumer will then see the ingredients in different products of different brands. The
decision initially will depend on these factors.  This is because tea is a very subjective product, as it has
to please the tastebuds of the consumer who buys it. Once the consumer likes it and is acquainted with
the taste of a particular tea, it is very unlikely that they will try another brand for their daily
consumption.

IV. How a family has resolved/is resolving its differences while settling on a brand of
detergent:

It's very unlikely to have a difference of opinion on a brand of tea. But if at all there is, then a decision
must be made after taking the following factors into consideration: choice of ingredients, Impact of the
tea powder, limitations of spending on a tea powder.

CONCLUSION
For high involvement products we can see that for a decision to make whether or not to buy a product
the decision mainly depends on the budget to buy a product and after the budget preparation factors
like brand, personal choices are considered. Here the advertisement factor comes secondarily, primarily
it depends on the financial limitation. In high involvement products the decision is taken after a lot of
discussions, and research about different products of different brands. This may include financial risk
(highly priced items), social risk (products that are important to the peer group), or psychological risk
(the wrong decision may cause the consumer some concern and anxiety).

For low involvement products are more straightforward, require little risk, are repetitive, and often lead
to a habit. In effect, these purchases are not very important to the consumer. Financial, social, and
psychological risks are not nearly as great. In these cases, it may not be worth the consumer’s time and
effort to search for exhaustive information about different brands or to consider a wide range of
alternatives. We can see that the decision by the customers is taken primarily on the basis of
advertisement by the brands or personal choices like the choice of colour, choice of different contents
or features of that product, brand loyalty, etc. Then comes the financial factor that will be needed to
buy the products.