Consumers’ versatile buying behavior irrespective to high and low involvement products

Syed Hasan, Muhammad Subhani () and Amber Osman

MPRA Paper from University Library of Munich, Germany

Abstract: The consumers of today are impulse and cautious buyers at the same time. This study basically comprehends the concept of non-linearity towards the consumer purchase behavior for either high or low involvement of products. The research was interesting to note the consumption patterns of different product classes. The peculiarity of this study found the same non-linearity wavelengths between the high and low involvement products’ that was shaped by the consumers buying intention and actions. ADF unit root test has justified this result with the mall intercept survey of 1700 respondents buying variety of high and low involvement products. According the many/ various marketing principle of high and low involvement grid, consumers have different behavior towards purchasing high and low involvement but this result signifies that the consumers’ purchase intention has become more cautious towards buying both kinds of products, which is due to the economic crises and recession. As the prices have hiked of all kinds of products, consumers while maintaining their lifestyle are attentive towards their expenses and convenience and specialty products. An alert for marketers to divest the old kind of consumer behavior and should focus on consumers’ vigilant behavior. Real-life marketing strategy is a sound strategy, which uses common-sense to analyze the environment. This helps the marketers to comprehend the similar non-linearity of high and low involvement products by ‘gut-reaction’, experience, rational and irrational processes to understand the consumer purchase and consumption to attain their satisfaction, retain them and also to keep the products revenue generation streamlined.

Keywords: Non-linearity; consumer behavior; brand choice; consumer loyalty; marketing; behavioral economics (search for similar items in EconPapers)
JEL-codes: A1 D11 (search for similar items in EconPapers)
Date: 2012
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Published in Science Series Data Report 2.4(2012): pp. 64-69

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