Assignment:
Select two products which you have recently bought or rented, one a "High Involvement" purchase, and one a "Low Involvement" purchase, in the following product categories:
High Involvement (expensive or otherwise important): Examples:
- Automobile
- Home or apartment
- Jewelry
Low Involvement (relatively inexpensive or routine):
- Candy bar
- Fast food
- Newspaper or magazine
Excluding the title page, any appendices or references write a four page paper in which you do the following:
First Page:
- Applying the teaching materials, explain why the first product you chose was a High Involvement purchase and why the second was a Low Involvement purchase.
- Using the five stage model of the Purchase Decision Process in the model of consumer buying behavior, describe in detail the process you went through in buying each product. Bear in mind that the purpose of the assignment is to demonstrate the depth of your understanding of the teaching materials.
Second Page:
- Identify and discuss the differences between the way you went through the purchase decision processes for the two products.
Third and Fourth Pages:
- Assume now that you are a marketer of both of the two products that you have discussed in the previous pages. Applying only the teaching materials, (specifically the presentation "Uses of a Model of Buying Behavior"), explain how you might use your understanding of the Model of Consumer Buying Behavior for the two products. (Note that the presentation "Uses of a Model of Consumer Buying Behavior" is relevant to this part of the assignment).
I was looking at the "Automobile" for the high involvement purchase as I have recently bought a new Audi S5 and I guess "Fast Food from Subway" for the low involvement.