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Q. How does the customer use the information obtained?
A significant determinant of the extent of evaluation is whether the customer feels 'involved' in the product. By participation we signify the degree of perceived relevance and personal importance that accompanies the choice.
Where a buying is 'highly involving' the customer is likely to carry out extensive evaluation.
High-involvement purchases include those involving high expenditure or personal risk - for instance buying a house a car or making investments.
Low involvement purchases (example buying a soft drink choosing some breakfast cereals in the supermarket) have extremely simple evaluation processes.
Consumers are engage in both internal as well as external information search. Internal search engages the consumer identifying alternatives from his or her memory. For certai
The basic aspects to be noted about the buying centre are that: --The influences across the centre can differ from one product category to another. --The composition itself
is control and strengh is same in order to do the marketing plan ?.
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