Module 2 - Models of Consumer Behaviour - 2.

1 Consumerism

Unit Table of Contents

Unit 2.1 Consumerism

Learning Objectives

Learning Outcomes

2.1.1 Meaning and Definition

2.1.2 Features and Scope

2.1.3 Customer Expectation and Satisfaction

2.1 A The Demand Curve

2.1.5 Views of Consumer Decision Making Relationship Marketing

2.1.6 Conclusion

Summary

Activity

Activity Answer Key

 Module 2 - Models of Consumer Behaviour _,.. 2.1 Consumerism

1111'11- Leaming Objectives

• Explain the Meaning and Definitiion of Consumerism

<
• Discuss tihe Features and Scope

• Identify Customer Expectation and Sat1isfaction

Illustrate Demand Cuive

Leaming Outcomes

• Describe the Meaning and Definition of Consumerism

• Analyse the Featur,es and Scope

• Recognise Customer Expectation and Satiisfaction

• Enumerate Demand Curve

Consumerism is a cultural phenomenon and model that encourages the acquirement of goods or services for one's self satisfaction and to showcase their
economic status. Economist considers that the spending nature of a consumer leads to an increase in growth of production and at a large space the economic
growth. Consumerism is also considered to be a social and economic ideology that enhances the gain of both in good amounts. It is taken as a part of human
rights Consumerism usually begins as a small protest against the goods which are sold under substandard and from the fraudulent activities in the business
practices For example, Education, here as a consumer one gets educated expecting an outcome in the future as he or she will get a good career

2.1.1 Meaning and Definition

2.1.1.1 Meaning of Consumerism

Consumerism is the protection of the rights of a consumer_Each and every move of the marketer depends upon the consumer's purchasing power. Therefore,
each consumer nght has to be protected so as to satisfy him ultimately. Consumerism is a notion that 1ncreasmg consumption of goods and services by
consumers in the mart<et is forever an advantageous one and that an individual's wellbeing and joy basically depends on acquiring consumer goods. In an
economic sense, it is correlated to the Keynesian idea primarily that consumer spending is the principal driver of any economy and that motivating the
md1v1dual consumers to spend more 1s a maJor strategic policy goal which says that consumensm is a very pos1t1ve phenomenon that increases the
economic growth of any country

Say as consumers keep spendmg, the economists believe that consumers gain from the usefulness of the product that they procured but to a business
organisation it is an increase in sales, revenue and finally the profits. For example, if the car sales are increasing it means that the automobile manufacturers
will see an increase in profits Moreover, the organisations that manufacture the tyres, glasses, steel, bolts, nuts, and upholstery for cars also see increased
sales. Therefore, spending by the consumer can be an advantage to the economy, and particularly to the business sector. Consumerism has also a good side
and a bad side. Although the economy is driven by the concept of consumerism, there are problems from a various area say from environmental and moral
deprivation to mental health issues_ It aspires to eliminate those injustices and remove those unjust marketing practices say unsafe products, obsolete
products, adultered, less weights, black marketing, etc. Consumerism is society's effort to restore these imbalances in the exchange transactions among
sellers and buyers
2.1.1.2 Definition of Consumerism

Let's look at some of the definitions of consumerism given by various authors to understand the different ideologies on consumerism. As defined by Kotler
Consumerism is, "the social movement seeking to augment the righls and powers of buyers in re/a/ion lo sellers." In economics it is defined as, "consumerism
refers lo economic policies placing emphasis on consumption." Consumerism is defined, "as social force designed lo prolect consumer interesls in lhe
marketplace by orgamsing consumer pressures on busmess_ Consumensm is a protest of consumers against unfa,r business praclices and busmess
mjustices "

"Consumerism is concerned with prolecting consumers from all organisations with which there is exchanged relationship. It encompasses the set of activities
of government, business, independent orgamsalions and concerned consumers that are designed to protect the nghts of consumers" - McMillan Dictionary
According to Peter F.Drucker, "Consumerism is defined as a social force designed lo protect consumer interests in the market place by organising consumer
pressures on business. Consumer organisations could provide united and organised efforts to fight against unfair marketing practices and to achieve consumer
protection"_

2.1.2 Features and Scope

2.1.2.1 Features of Consumerism

Consumerism has some notable features that are highlighted below:

a. Protection of Rights: Consumerism aids in structuring the business communities, organisations and institutions to guard their nghts against unfair
trade practices.

b. Prevention of Malpractices: Consumerism put offs unfair trade practices within the business organisations, such as advertising, adulteration in the
products, black marketing, exploiting, etc

c. Unity among Consumers: Consumerism intends lo create a harmony among the consumers by providing adequate knowledge about the products
or services and to take Joint action on issues or problems like consumer laws, providing information regarding marketing malpractices,
misleading and restnct1ve trade practices

d. Enforcing Consumer Rights: Consumerism tries to focus and address the four fundamental rights of a consumer which are: Right to Safety,
Right to be Informed, Right to Choose and Right to be Heard

2.1.2.2 Scope of Consumerism

Consumers have "rights" and 'privileges' which are imperative tor all the marketers to appreciate and value. Say for instance, the UK government has
encouraged the grow1h of a citizen's charter that comprises a "pauent's chatter" for the National Health Service, a passenger's or a traveller's charter for rail
travellers, and a range of other customer-oriented initiatives. The real awakening of consumerism was in the states of America that was highlighted by
President Kennedy as "Consumer Bill of Rights".

According to Peter F. Drucker, consumerism confronts four significant propertes of the marketing concept. They are,

It is assumed that consumers know their needs.

It is assumed that business really cares about those needs and knows exactly how to find about them

It is assumed that business does provide useful information that precisely matches product to needs.

• It is presumed that products and services really fulfil customer expectations as well as business promises.
Scope of consumerism includes four main areas that are the basic rights for all consumers:

i. The Right to Safety: Safety as the name suggests the consumer when purchases a product should be aware that it is safe to use that particular
product The product must be able to execute as promised and should not have any untruthful, false or misleading assurances or guarantees This
rrght to safety is in reality a minefield for the entire business organisation especially the marketing profession because products once considered
safe where after a penod of time was found by the researches that is unsafe for the humans. For example, cigarettes were considered to be harmful
to health, sugar in foods was not thought lo be bad for one's teeth, maida was not a bad food instead, but the proven research says that all these
items causes cancer and is now deliberately advertised by the government with a notion to create consumer awareness on these products.

The government ensure that the suppliers or the producers are responsible for providing this awareness to the consumers and has been
highlighted and introduced in various countries as "products liability". Say, the cigarette packet holds the caution "smoking is injurious to health".
This right to safely is closely associated with the legality and it is evident that marketers who fail to guard consumers are at their peril

ii. The Right to be Informed: This ensure that the consumers has all the nght to be informed and if not will have a far-reaching consequence - 11
includes untruthful, false or misleading advertIsmglpromotional ads, inadequate Informalion about items used in the production of a product,
inadequate information on how lo use the product and operating instructions, and those information's which are deceiving about the price of the
product or the credit terms. Any market has to take the benefits of every chance and opportunity available to communicate with its consumers and
to notify them about the product/service benefits and features. Marketers must make sure that there is an effective communication happens
between the consumer and the supplier.
iii. The Right to Choose: Marketers try to influence the consumer such that the consumer chooses the product he or she has a liking. Therefore, the
consumer has the right lo choose the product or service that they wanted to enjoy. However, in most of the western market's competition is
encouraged and supported but products should not mystify and confuse the consumers

iv. The Right to be Heard: The right to speak is present there in all the western countries. However, do organisations pay attention to what consumers
speak? In a well-focused consumer-oriented organisation such feedback from the consumers should be taken and encouraged, and to be considered as
an important contribution for the future. This right to be heard allows consumers to articulate their views after purchasing a product, especially if it is not
up to the level of satisfactory Any complaints voiced out by the consumer should be dealt with just, fair and speedily. To sum up, in more recent times, the
scope of consumerrsm is expanding and growing from the issues and problems of daily living of the consumers

2.1.3 Customer Expectation and Satisfaction

Consumer behaviour studies and covers a wide varrety of consumers according to difference in the consumers taste, income, age, sex, culture, preference,
educalional level, etc. Consumer behaviour can be defined as 'lhe decision process and physical activity engaged in evaluating, acqwring, using or disposing
of goods and services." With the wide variety of goods and services offered to the consumers and with a freedom of choice lo choose from, the marketer can
speculate how individuals actually reach them with their highly specific marketing communications. Understanding the behaviour of the consumers helps the
marketer in identifying whom to focus, how to reach the target, when to reach the buyer, and what to be communicated to motivate the buyer to buy the
product. All these are basically carried out to satisfy the consumer at the end and to retain him.

Consumer satisfaction reveals the consumer expectations and experiences with the product or service that a consumer had purchased. Consumer satisfaction
reflects both the previous and recent evaluation of the product and the buyer experiences. For example, consider any of the major purchases we"ve done
recently. Did we do a research on our purchase? How did we gather information from social media advertising, friends and associates?

This information persuades one's outlook and gives consumer the ability to assess quality, worth, and the capability of the particular product or service to meet
the consumer's needs and expectations. A consumer has both explicit or an open and implicit performance expectation about the product feature, attribute and
benefits. Let us understand the various expectations of the consumers in detail:

a. Explicit or Open Expectations: Explicit or open expectations are psychological targets fixed on how the product will perform, such as well
identified performance norms or standards_For example, if expectations for a car to give 25 km/litre mileage with a 60 km/hr speed but the car
actually gives 15 km/litre mileage for a 60 km/hr speed, then the cognitive or the mental assessment comparing the performance of the product and
expectations would be 25 km/litre - 15 km/lItre, with every item weighted by the relative importance
b. Implicit Expectations: An implicit expectalion of a consumer reflects established performance standards lmplicil expectations are those expectations
that are established by business in common, other organisations, industries, society and even cultures it means as "compared with other organisation"
or 'compared to the other brand for the same product".

c. Static Performance Expectations: Static performance expectations of a consumer address how performance and quality of a product are defined for
a particular application viz , user-friendly, timeliness, accuracy, accessibility, etc. It is the part that is visible to the consumers.

d. Dynamic Performance Expectations: How a product evolves over a period of lime after when the product is introduced is the dynamic performance
customer expectations. It includes in it the changes that takes place in the product, service or the support system that is required by an organisation to
meet the futuristic environment

e. Technological Expectations: Technological customer expectations aim on the growing state of the product or service category. For example,
laptops/mobile phones are frequently evolving, with leading to advanced expectations for new features.

f. Interpersonal Expectations: An interpersonal customer expectation shows the relationship or bonding between the consumer and the product or
service provider. Personal relationships are gaining importance in the recent times, especially when the product wants a support for proper functioning
that includes the sharing of technical knowledge, problem solving capability, communication, understanding the requirements of the consumers, etc.

Therefore, these consumer expectations are lo be kept in mind before an organisation sets out to measure the satisfaction level of the consumer. Definitely
understanding these expectations will help the marketer with accurate insights on the expected variables.

Consumer Expectations + Service Perfonnance = Consumer Satisfaction

Once, the expectations are understood, the products are developed to atlain a high level of satisfaction from the consumers. Consumer satisfaction is a
multidimensional construct that has been abstracted as a requirement for building a strong relationship and is usually portrayed as the complete fulfilment of
one's expectations. Satisfaction is the emotional feeling or altitude of a consumer towards a particular product or service created after the usage of the product
or service. The level of satisfaction has been attributed with three elements namely, satisfactory interactions with people, satisfaction with the core product or
service, and satisfaction with the organisation that provided the product or service.

There is no a second thought that adequately meeting the consumer expectations is an important and a vital part of a robust organisation. By accurately
1denlifymg these expectations of the consumers and meeting them consistently will likely to keep the consumers always happy and satisfied turning them into
very loyal consumers.

2.1.4 The Demand Curve

The demand curve is a graphical or the pictorial representation of the relationship that exists between the price and the quantity demanded for a given period
of time for a particular goods or services In a typical pictorial depiction, the price of the product or services appears on the left perpendicular axis, the quantity
demanded for the product Ires on the honzontal axis

Fig 2.1.1: Demand Curve

Price

Qu11nthy

Demand 1s that quantity of a specific product or services that a consumer or a chunk of buyers buys at a specific lime penod. It is the consumer's capability,
keenness or willingness to purchase a particular product. This is also influenced by various factors such as the cost of a substitute product or a complementary
product that is available in the market.
 Fig 2.1.2: Determinants of Demand Income: An increase in the level of income of the consumer will definitely tend to
increase the demand curve (shift the demand curve lo the right) On the other hand, a

Number of
decline in the income will tend to reduce the demand even for the normal goods.
Buyers

Consumer

-'
Su-LM Consumer Preferences: Any alterations, modification or changes in the product is
Preferences
Products favourable it leads to an increase in demand for the particular product or service,
whereas an unfavourable modification or change leads to a decline in demand For
example, a change in the colour of Pepsi to blue was not liked by the consumers,
whereby the demand curve saw a downwards slope resulting in failure of the product.

Number of Buyer's: As the number of buyers increase for the product or service there
will be more demand for the product or services but with a fewer buyer the demand for
the product keeps decreasing and sometimes goes to a stage of nil buyers for the
product.

Substitute Products: There exists a direct relationship between the price of

substitutes and demand for the other goods or services. Example -When there 1s a
rise ,n the price of coffee, the demand for tea will definitely increase.

Complementary Products: There exists an inverse relationship between the prices of complementary goods and their demand. Example - When the
price of a printer increases, the demand for printout sheets will decrease.
2.1.4.1 Demand Function

The demand function of a particular product or services relates to the price and quantity of the product. It illustrates how many units of a product will be
purchased at different prices Higher the price of the product, a smaller number of products will be purchased by the consumers. The total demand is
calculated by summing up all the individual demand for that particular product or service and is represented as a negative (-ve) slope.

2.1.4.2 Demand Function of an Individual Factor

There is a functional relationship between individual demand and all the factors affecting the individual demand. It is expressed as,

Dx = f fPx,Pr, Y, T, F)

Where,

D, = Commodity Demand for the Product x

Px = Commodity x's Price

P, = Related Goods Price

F = Expectation of Change in Pnce in Future

Y = Consumer's Income

T = Tastes and Preferences for the Product

2.1.4.3 Demand Function of Total Market

As like individual demand, the market demand function has a functional and an efficient relationship between market demand and all the factors that affect the
market demand. Thus, the market demand function can be expressed as,

D, = f (Px, P,. Y, T, F, Po, S, D)

Where,

D, = Market Demand of Commodity x

P, = Price of given Commodity x

P, = Related Goods Price

Y = Consumer's Income

T = Tastes and Preferences

F = Expectation of Change in Price in Future

Po = Size and Compos1t1on and Size of Population

S = Season and Weather

D = Income Distribution

2.1.5 Views of Consumer Decision Making Relationship Marketing

Relationship Marketing is very much helpful while the organisation is looking to establish a long-term affiliation with its consumers. The thought behind
relationship marketing is to keep hold of the regular or the old consumers. Attracting new customers is relatively complicated as compared to sustaining the
existing consumers. Retaining consumers for a longer time period is the central idea in relationship marketing for which the marketer puts in more effort in
providing a brief on the advantages and benefits of the products to the existing consumers. The marketer intends to provide an effective and efficient service to
the consumer and ensure that the consumer comes back only to him for all his next purchases. After sales services are very keenly taken into consideration to
make sure the consumer sustains.

To retain the consumers, the marketer should always maintain the highest quality in the long run with all the necessary features and characteristics of the
product or service The final focus is that the product should be made available in the market when the consumer wants to buy the product or services For
example, today, most of the banks have shifted away from a traditional way or transactional-based marketing or a promotional approach to a relationship
oriented approach The banks have started to realise the lifetime importance of the customer.

Relationship marketing not only exists with the bank but with every organisation for that matter. Even a small retail shops tends to retain it consumers by
providing a good relationship say offer, discounts, text messages of offers during festive season, birthday wishes, anniversary wishes are sent to the mobiles to
make them feel the sense of being taken care. All these marketing activities tend to bring in a change in the consumer decision making.
2.1.5.1 Factors Affecting the Relationship Marketing

Some of the factors that affect the relationship marketing and are to be considered by a marketer are discussed below:

a. Changing Needs and Wants: As time moves on the wants and needs of the consumers keep changing gradually. Once a like might become a
dislike, once a preference might have become an aversion now, say a girl who had liking for salwar's in her teenage might have started liking
western wears as an adult. Therefore, marketers have to keep studying and notifying those factors which affect the changing preferences of the
consumers so as to sustain the market by retaining its old consumers. For example, Haldirams created a niche market for itself 1n the ready to eat
products. With a lot many products introduced by Haldirams, the traditional liking for regular murukku and other products by the consumers
changed. They started to customise their products based on the area of selling. Later the organisation also introduced Rs.5 pack to ensure it
reaches all the levels of customers from top to the bottom.

b. Fewer Suppliers and Consumers: Marketers should keep changing their strategies accordingly that the markets require. In simple terms, taking a
consumer market there will be many suppliers with many consumers, so the marketer has to continuously introduce newer changes in their product
and keep motivating the people to buy it. Say for instance, Colgate has the normal Colgate paste, recently it introduced Colgate with salt, Colgate
vedshakli an ayurved1c product for the organic product users, etc. So, the marketers need to change their marketing strategies 1n a Business to
Consumer (B2C) markets as the personal touch of the seller is not always possible except for a fewer brand like Dell, Apple - which has its own
showroom to reach out the consumers.

On the other hand, for a business or industrial product, the compelition 1s even tougher and d1fficult as there are only very few consumers and a lot
many suppliers are there in the market with a stiff competition To alter the opinions and notions of these consumers are very hard as the
consumers stick to one supplier. In this, Business to Business market the buyers are very much focussed and are aware about their wants and
needs, where the consumers buy the product for manufacturing In such category of markets, it is extremely complex to modify the opinions of the
consumers as there 1s always a personal touch by the supplier to the consumer.

c. Possibilities for Mutual Benefit: Mutual benefit between the buyer and the seller exists in a Business to Business (B2B) markets where there is a
personal contact between them but in case of a Business to Consumer/Customer (B2C) market, there is a lack of personal contact between buyers
and sellers. Thereby, mutual benefitting is not possible in a B2C markets. Therefore, marketers while planning their marketing strategies has to take
into account the entire lifecycle of a product right from launching, developing stage, sustaining and deciding on adding further to ensure the
sustenance in the market for that particular product. The various factors that affect the marketing relationship of the buyers and the seller are also to
be considered while initiating the strategy. Thus, consumer centric or consumer-oriented marketing strategies are to be framed and developed.
Moreover, the marketing strategies should not aim only on profit but on consumer satisfaction Thus, understanding consumer decision making and
then planning/ initiating the marketing strategies accordingly can direct to a long-term marketing relationship with the consumers.

2.1.6 Conclusion

Consumensm 1s a modem movement for the protection and guarding of the consumers against unfatr and restnctive trade practices, inferior goods, dangerous
products and misleading promotions. Constant consumption of goods and services is good to the economy as a whole. In most of the countries, consumerism
is still in its infant stage The consumers have to be protected from all the unethical marketing for which they have to exercise their rights against it. Consumers
are the heart and king of any business, therefore without customers no organisation can survive in a long run. In order to sustain in the market, the
organisation has to lake various steps lo understand the customer expectations and convert into consumer satisfaction by extending relationship marketing in
the exchange of goods between the buyer and the seller_

Summary

Consumerism is the presumption that states individuals consuming goods and services in huge amounts will be better off in improving the economic
condition

• Consumerism 1s a social and economic construct that persuades and motivates the consumers in acquirement of goods and services in an ever
increasing amount.

However, consumerism has been usually condemned for its economic, social, environmental, and psychological consequences.

Consumers should assert their rights and guard themselves from malpractices.

• Imbalance in demand and supply of goods and services should be sorted out by the organisation by way of avoiding hoardings, black marketing,
profiteering, etc.

• Consumers can exercise any of their rights such as right to safety, chose, inform and heard at any point of lime of their purchase and after
purchase.

Relationship marketing is the key term in today's market, there has to be an extended relationship after the selling of the product or services
Unit 2.2
Involvement constructs an urge inside the consumers to check out and consider the various options about the product/service category prior to a purchase
decision. It is the sum of one's physical and mental attempt or effort that a consumer sets dunng a purchase decision. Involvement 1s a much broader and wide
concept and it is solid and difficult to determine the level of involvement in various products. Involvement influences not only the consumer decision making
process but also the sub processes like search for information, processing infonmation and information transmission. Depending on the level of involvement,
the perception and insight of the consumer varies with regard to the identification of differences between the products or services in the similar category

2.2.1 Causes of Consumer Involvement

2.2.1.1 Consumer Involvement - Meaning and Definition

Consumer Involvement builds within an individual a level of relevance, significance or personal importance to the product/service offering. This involvement
leads to an inner urge within the consumer to gather and interpret information for making a purchase decision. As Schiffman defined, "Involvement is a
heightened slate of awareness that motivates consumers to seek out, attend to, and think about product information prior lo purchase''. It is the perceived
awareness, interest and significance that an individual connects to the acquirement and utilisation of a product or service. Consumer involvement is defined,
"as a slate of mind that motivates consumers lo identify with product/service offerings, their consumption patterns and consumption behaV1our".

Consumer involvement varies with person to person based on the product or service during the decision-making process Few consumers have more
involvement compared to others in process of purchasing a product or service For example, an individual with high level of involvement will spend more lime
to take a decision with respect to the product or brand The consumer will compare the vanety of product across various brand with its features, prices,
guarantees, etc. Another example is a person who does not like lo lake nsk will also spend a long lime lo lake his decision; he would also lake more lime while
making a decision. Those products which are priced higher and expensive, holds in it a huge amount of risk as it is not bought frequently and after purchase
decision is made, the decision cannot be revoked are called the high involvement products.

Further there are low involvement products, which are moderately expensive or generally inexpensive, possess little risk and are purchased regularly on a
routine basis. Further, such consumer involvement based on their personal trails or on the nature of product/service offering is also impacted by the buying
situation and time in hand for making purchase decisions. Very often, due to lime constraints or emergency srtualions, a consumer may expend very lrttle time
on the purchase decision and buying activity in spite of the fact that the consumer is highly involved or risk aversive or the product is a high involvement one.

2.2.1.2 Causes of Consumer Involvement

a. It is an inner urge or motive that is created within an individual consumer, an interest/desire to hold certain product/service offerings in greater
relevance/importance.

b_Involvement contains certain properties

• II has a low or high level of power, strength and intensity that establishes the degree of involvement that a consumer possesses for a
particular product or service. A greatly concerned consumer would enthusiastically search for data or infonmation and collect facts to rt
with compare a range of brands against each other on the basis of the collected information, measure differences and likeness between
the various substitutes to make a choice for buying On the other hand, a consumer with low involvement would not take much effort for
collecting and processing the data or information about different alternative brands and then take a decision

• The time duration that a consumer holds in this heightened and a sensitive state determines the level of persistence of the consumer It
could either be short term or situational interest in the product/service category; or it could be long term duration or enduring involvement.

• Direction refers to the focus of involvement that strongly affects the variables of involvement

• Consumer involvement is focussed to any or all of the elements in the concept of marketing mix A person possibly will show his
involvement towards the product features, attributes, product value or benefits, the store, the price, the dealer or the promotional effort.

c. As a process, consumer involvement is influences by "antecedent factors" that get restrained by ''moderating factors"
2.2.2 Types and Effects of Involvement

2.2.2.1 Types of Involvement

Based on Time Duration: Types of consumer involvement depend on whether the involvemenl is for short term duration or long-term duration
Thus, consumer involvement is of two types,

1. Situational Involvement

2. Enduring Involvement

1. Situational Involvement: This is a state or situation of arousal focussed towards connecting significance or relevance to a
personlobjecUsituation for a short period of time As an emotional stale, it builds a level of involvement when the consumer thinks in particular
about a person/obJecUsituation II is particular to a s1tuat1on and 1s thus short-term in nature. It could differ from low to high, based on the
situational factors. For example, due to the effects of Corona virus all the forms of education have reached a stage of high usage of mobile
phones and laptops Say a mother wants to purchase a mobile phone for her daughter for the purpose of education The mother does not have
any knowledge on mobile phone and has little awareness with the product category. She goes to the mall nearby and peeps into the various
electronic stores that sell mobile phones. She collects the data on the product price, features, storage capaci1y, colours available, etc and at
last takes the assistance of her neighbour to arrive at a final decision

This involvement of the mother in her purchase of the mobile phone can be regarded as a situational involvement. The situation or the needy of
a mobile phone at this point of time made the consumer go in for a purchase decision at a short duration.

2. Enduring Involvement: Enduring involvement happens when the level of involvement of a consumer towards the producUserv1ce category widens
over a period of lime across various situations The person demonstrates a very high-level of attention or interest in the product type and spends
more time gathering and processing the data collected and integrating it inside his memory For example, the same mother wishes to buy a mobile
phone for her daughter as a gift for her when she goes to college, which is likely to occur say three years later. The mother plans well ahead aml
tries to collect as many information through commercials, leaflets, trade journals, visits to showrooms and gathering word of mouth information from
peers and colleagues Within this stipulated period, she gets involved with the product category and after three years is in a position to take a
decision based on the details and facts that she has collected all through these years This is termed to as enduring involvement.

Enduring involvement with a product type frequently gives rise to an opinion leader. An opinion leader 1s an ind1v1dual who has curiosity in a
particular producUserv1ce category and thereby becomes an expert or a specialist The opinion leader makes efforts to collect all the mformatlon
regarding the type, the brand offering etc; he/she discusses about and spreads the information and the knowledge that he/she possesses When a
consumer desires to make a purchase, the consumer seeks the advice and direction of such an opinion leader who assists him to make a decision.
Opinion leaders are product specific

ii. Based on Value Attached: Types of consumer involvement depend on whether the involvement is for the functional purpose or emotional attachment.
Thus, consumer involvement is of two types,

1. Cognitive Involvement

2. Affective Involvement

1. Cognitive Involvement: Cognitive involvement may be defined as a concern that the consumer has on the functional, purposeful or practical
information content of a communication about the product category.

2. Affective Involvement: Affective involvement may be de ned as a concern that the consumer has with the emotional and value expressive
content of a communication for that particular product category. A person may have cognitive or affective involvement with any type of product.
2.2.2.2 Effects of Involvement

Highly involved consumer has an rn-depth knowledge and holds a thoughtful and selfless attitude prior to buying the product in order to fulfil the hunt for the
right version of the product as required by the consumer. Whereas the low-level involvement includes impetuous and impulsive buying, which can mean
accidental or an unplanned purchase where the consumer while taking the purchase decision is likely to ignore the risk factor and give inadequate attention
toward product features Highly involved consumer insists for the data or information in a concrete and materialistic way which can increase the problem
solving attitude. A consumer who is not involved or has a low involvement in the buy process is limited to problem-solving; therefore, the purchase decision
does not add in any new knowledge to the consumer. These are the effects of a high involvement or a low involvement 1n the purchase decision of a
consumer.

2.2.3 Factors Affecting Consumer Involvement

There are few things that affect and influence a consumer's involvement while purchasing a product or service It might a preceding or a mediating factor which
attempts to affect each and every move of the consumer towards selecting his product or service. Basically, in consumer involvement there are two factors that
affect the level of involvement. They are,

a. Antecedent Factor

b. Moderating Factor

a. Antecedent Factor: There are few factors that lead, precede and head to involvement; these are termed as 'antecedents'_ Antecedents to
consumer involvement include the following a person, object or a situation_Any of these three antecedents might lead a consumer involvement.
Let's understand each of these and how it influences the consumer involvement

The person and the individual determinants like want/urge/motives/needs; learning/knowledge/experiences; comforts/interests; approach/attitude;
personality, lifestyle/social status/beliefs/values, etc, have a bearrng upon the involvement of the consumer. Products or services which relates to
self-representation and personality lead to high involvements_Saying using a product of L'oreal or Lakme satisfies the consumers self-esteem
needs. Similar are those products and services that are attached with the obJect, purpose, stimulus or the product/service needed by the consumer
also influences consumer involvement The greater the product is differentiated from its competitors, the greater would be the level or intensity of
involvement from the part of the consumer. Different yet similar and comparable brand substitutes also influence the level of consumer involvement
Product features, value, benefits, brand equrty, brand image and very importantly the risk level impact the level of consumer involvement. Products
or a service which owns high amount of risk amplifies or increases the level of consumer involvement as well

The occasion/situation/incident/circumstances/cause of purchase of a product or service also have a stand on the level of consumer involvement
Situations play a major role in consumer involvement When there is an occasion of anniversary, choosing of a product involves more consumer
involvement than the other regular purchase decision. For example, the consumer tends to be very cautious when he or she chooses a gift to a person
unrque and special to oneself. Not only for special person but also, for g1ftrng to oneself or to close relations on very special occasions, the consumers
are exceptionally conscious in selecting the products and the brands, as divergent to the consumers regular purchases This shows a high level of
involvement from the consumers_Sometimes, consumers involve more while shopping with friends as the social group pressure influence the consumer
involvement leveL

When the consumers are alone, they tend to consume their food at any place or shop at any showroom, but when they are with peers, associates and
friends, they are more mindful of the brands they purchase and the areas or places where they shop the goods or services_Even the lime restriction
say leisure shopping or time constrained shopping decides on the level of involvement of the consumer to make quick decisions This is termed as
decision imminence.

b. Moderating Factor: The factors that can control the influence of antecedent factors so as to impact the amount of involvement include a) the chance
available to an individual to accumulate, collect, assemble and collate all the facts and information; b} the cognitive ability of the consumer to process
the data collected and bnng out conclusions; c} time period available in hand to take that particular decision. All these are the moderating factors that
influence the antecedent factors to a larger extent in the process of decision making
2.2.4 Consumer Satisfaction

Consumer satisfaction can be defined as a dimension that finds out how happy and contented the consumers with product or services offered by an
organisation_Organisations carry out surveys and ratings to gather information from the consumer the level satisfaction and this also helps an organisation to
decide on how best to improve the products and services_An organisation's key focus must be to make its consumers satisfied This rule applies to all say
manufacturer, retailer, wholesaler, service organisations, non-profit organisation, etc_, including the government bodies_When a consumer gets the idea of
purchasing a product, he/she searches for the information which creates an expectation about the quality of the product or service to the consumer and finally
makes them to be loyal consumers_Once the expectations are satisfied it creates a value that is termed to be as the consumer satisfaction_

Fig 2.2.1: Consumer Satisfaction

When establishing a consumer satisfaction two questions are to be answered:

1_ Who are the consumers for the products produced?

2_ What does ii lake to satisfy the consumers?

Let's starts answering each of tllese questions to understand consumer satisfaction in depth:

1. Who are the consumers?

Consumers include any person the organisation provides and delivers with goods and services_

Table 2.21: Consumer's with Illustrations

Manutacturer/ Supp Iier Consumer Product or Service

Car Dealer Individual Customers Cars

Banks Account Holders Monetary Transactions

School/Colleges Students and Parents Education and Life Leaming

Hospitals Patients Healthcare and Saffety

2. What does it take to satisfy the consumers?

It is very important for an orgamsallon to understand the needs and wants of a consumer to satisfy them and not to assume things which an orgamsallon
knows what the consumer wants. This understanding of the consumer could be done through, focus groups, polling, surveys, interviews, etc., using any
one of these an organisation can have an in-depth and detailed insight of what is that a consumer wants or the expectations of a consumer Understanding
the consumers and satisfying them is considered to be a cyclic process. Organisations tend to follow the process to produce the expected loyal consumers
for the product
 Fig Z.2.2: Consumer Satisfaction Process

When an orgamsallon meets a consumer's expectations through its products or services, there a satisfied and loyal consumer 1s acquired by the orgarnsallon
which is highly a marketing success Consumer satisfaction is a metric or a measurable term for a marketer to understand the various levels of satisfaction and
thereby help improve the business of the marketer to a larger extent

2.2.4.1 Importance of Consumer Satisfaction

Consumer satisfaction as discussed 1s the key factor that is to be attained by any organisation to have sustained consumers. Here are some of the reasons to
value the importance of consumer satisfaction:

• Principal detector of consumer repurchases intentions: Consumer satisfaction is the indicator that tells the marketer how often a consumer will
do a purchase in the near future. Requesting a consumer to rate their level of satisfaction on an item scale of 1-10 is an appropriate way to look if
the consumer will become a repetitive consumer. Consumers who provide 9 or 1O rating are those who are the loyal consumers, those who rate 7
or 8 are sat1sf1ed but still requires a change in the product or service Consumers who have rated 6 or below are those who are not happy with the
value of their purchase and gives the marketer a warning sign to make modifications or changes in the product or service. Marketers should
analyse the reasons for the unsatisfaction level from the consumers to make them also to be a happy consumer and make them repurchase the
product or service

• Point of differentiation: Consumer satisfaction is an important differentiator for a business organisation where every single organisation competes
to get hold of the consumers in this competitive marketplace Larger the number of satisfied consumers, growth of the organisation is also large
Businesses who succeed in the marketplace with a cut-throat compelition are the ones who create consumer satisfaction as an important element
of their business strategy or tactics. Imagine two organisations that produce same products Say Maggi and Yippee Noodles what will make you
prefer one over the other? This is an example of where consumer satisfaction goes full circle to analyse the past experiences, views of others,
social media news, recommendations by peer groups, etc. Not only can consumer satisfaction assist the marketers to get hold of the pulse of
existing consumers, but also works as a point of differentiation for the new consumers.
 • Lessens consumer churn: It is found from many researches that price or money is not the primary reason for consumer churn but the poor quality of
the products or service Consumer satisfaction is the metric or tracker for the marketer to reduce consumer churn By determining and tracking consumer
satisfaction the marketer can put the new processes in right place to enhance the overall qualrty of an organisation's consumer service. I recommend you
put an emphasis on exceeding customer expectations and 'wowing' customers at every opportunity. Do that for six months, then measure customer
satisfaction again See whether your new initiatives have had a positive or negative impact on satisfaction

• Increases customer lifetime value: Satisfaction plays an important task in knowing how much returns a consumer makes for the marketer's business.
Booming organisations very well understand the significance of customer lifetime value (CLV). If there is an increase in the CLV, the marketer sees an
increase in the returns as profits A totally salisfled consumer bnngs in more revenue than a somewhat salisfled consumer The consumer also brings m
more new consumers. Customer lifetime value is a beneficiary of high consumer satisfaction and retention.

• Economical to retain consumers than acquire new consumer: This is perhaps the most revealed consumer satisfaction statistic out there It costs
more say six to seven times to bnng in a new consumer than it requires retaining the existing customers. The marketing team has to spend a lot to grab
the attention of the future prospects and make them purchase the product. Here are few consumer retention strategies:

Use biogs to inform consumers

• Use email to convey special promotions

• Use surveys, focus groups to know consumer satisfaction

Delight consumers by giving tailored or personalised experiences

Customer satisfaction plays a significant role for any business Not only is it the leading signage to calculating consumer loyalty, discover unhappy consumers,
lessen churn and increase the revenue; ii acts as a point of differentiation that enables marketer to draw new consumers.

2.2.5 The Low-Involvement Learning

In consumer behaviour studies low involvement learning is considered to be a communication model where the consumer is supposed lo go from the cognition
stage to behavioural stage and in the end to the stage where there is transformation in attitude of the consumer. Herbert E. Krugman, a consumer behaviour
researcher, anticipated this sequence or series of consumer behaviour for those products or services that does not have any major difference among their
alternatives. He researched and studied on low level learning through the television commercials. Say for example, while choosing detergents, Rin or Surf
excel does not make any difference in their feature The consumer buys in any one of these detergents Say while buying flour, dal also, the brand is just a
slight tuner, ie, brand creates a small impact otherwise the consumer walks 1n and takes any of the brands that are available m the front shelves In low
involvement circumstances, there is inactive and a passive learning.

Therefore, the marketers and business organisations have to focus further on the audio or visual element of the promotions or advertisement and the colours
or slogans than the content of the message in the advertisements. As colour tend to attract more than the contents. General awareness advertisement on the
product becomes necessary in case of low involvement products, as the marketer does not require proving his grounds on why the consumer has to choose
his brand compare to others. Involvement is a broader concept and it is hard to determine the level of involvement in diverse products.

2.2.5.1 Degree of Involvement Theory

There are many theories in the study of consumer behaviour to ascertain the level of involvement of consumers for various products. One such a theoretical
model is Foote Cone and Belding (FCB) Model. This model given by Ratchford in 1987 is based upon the theory of effects model and the level or degree of
involvement theories. The model divides the advertising planning approaches into four parts- information approach, emotional or affective, custom or habitual
formation and self-satisfaction approach_

• Information approach is helpful for products or services that require high involvement from the consumers The consumer thinks logically before
making a purchase decision as it involves high economic cons1deralions Say when the consumer buys a house, car, machinenes, etc, which 1s
highly expensive and therefore cannot be revoked at any cause.

• The second categorisation is the emotional or affective stage where the product has high involvement but necessitates specific data, therefore are
emotionally connected to the consumer. For example, purchase of a jewellery, fashion goods, etc.

• Custom or habitual formation is more appropriate for food, eatables, impulse products, or products that are purchased on a routine basis. This is
low involvement learning for the products or services

• Self-satisfaction approach is constant and standard for low involvement products. The main and essential part of this approach 1s the expenence
with the product by the consumer and sometimes the addiction towards the product. Say a liking for a brand of cigarettes, liquor, chocolates, candy,
etc. Therefore, those products which are custom, habitual and are self-satisfactory gains place in the low involvement products and services.
2.2.6 Conclusion

Consumer involvement is an effort of the consumer to take decision before making a purchase and depends on the relevance and the interest a consumer has
in the product or service. This involvement could either be a high involvement or low involvement depending on the products or services, the consumer
chooses to buy High involved consumers use their cognitive learning and thereby spend more time, effort to do an extensive infonmation search before making
a purchase decision. On the other hand, a consumer with low involvement learning 1s a passive learner and has very less attention to non-product features and
attributes. Consumer involvement is influenced by the situational factors or by enduring factors.

Summary

Consumer involvement builds within an individual a level of relevance, significance or personal importance to the producUservice offering.

• Involvement is the sum of one's physical and mental attempt or effort that a consumer sets during a purchase decision

There are two types of involvement either based on time duration or based on value attached to the product.

• Based on time duration, it is further divided into situational or short term and enduring involvement or long tenm

Based on the value attached it is divided into cognitive and affective involvement.

• It might be a preceding or a mediating factor which attempts to affect each and every move of the consumer towards selecting his product or
service.

• Consumer satisfaction can be defined as a dimension that finds out how happy and contented the consumers with product or services offered by an
organisation.

• Expectation of the consumers when met by the marketers results in loyal and satisfied consumers

In low involvement learning situation, the consumer is inactive and a passive learner.

@Activity

1. Consider five products of your choice and identify the level of involvement for each of the product by reviewing the five steps of consumer decision
making process that you as a consumer would involve in the purchase decision
 @fl) Activity Answer Key

High llnvol'vement Pr,oduct:

1. Jewellery

2. Car

3. Bike

4. House

5. Diamonds

l,ow Involvement Products:

1. Grooeries

2. Food Items

3. Routine purcllases like milk., dall, etc

Steps of Consumer Decision Making

• Become Aware of a Problem or Opportunity: The consumer becomes aware of an unfulfilled need, such as replacing a regularly purchased rtem
such as toothpaste or buying a new SUV (sports utility vehicle) to reach remote areas - and perhaps gain peer approval

Search for Information: Gathering information from various sources in order to make a better-informed decision. For example, the SUV buyer may
consult wrth others who own one and conduct research on the web (manufacturer srtes, online automobile magazines, etc.).

Evaluate Alternatives: Once the choices have been narrowed, the consumer compares them based on the criteria that matter most Continuing with
the SUV example, the consumer may decide that the SUV must be both comfortable on the highway and agile in the back country, be pleasing to look
at and convenient for loadrng mountain bikes and other gear.

• Decide on What to Buy and then Purchase: At this stage, the SUV buyer may look for the best dealer, based on such factors as ser.vice, location
and price

• Reassess the Purchase: The bigger the purchase, the more the consumer wrll reconsider whether or not the decision was correct. The SUV buyer
may periodically think about his or her satisfaction with the vehicle, compare ii to other SUVs while driving, and tune in to passenger comments
UNIT 2.3
 Learning Objectives

• Explain the Low-Involvement Learning

• Discuss the R Model: Implications for Marketers

• Describe the Learn-Feel-Do Hierarchy Model

• Illustrate the Level of Message Processing

- Learning Outcomes

• Describe the Low-Involvement Learning

• Enumerate the R Model: Implications for Marketers

• Analyse the Learn-Feel-Do Hierarchy Model

• Recognise the Level of Message Processing

2.3.1 The Low-Involvement Learning

Consumer learning is defined, "as a process by which people gather and interpret information about products and services and use this information/knowledge
m buying patterns and consumption behaviour". As Schiffman has put rt "consumer learning can be thought of as the process by which individuals acqwre the
purchase and consumption knowledge and experience that they apply to future related behaviour" Low-involvement buying is when consumers do not think a
product that they want to buy as an important thrng and do not necessitate any strong credentrals or information when purchasing the product. Low
involvement products are typically economical or inexpensive and might cause a minimal risk to the consumers if there occurs a mistake when the purchase is
made Few examples of products that require low-involvement are washing powder, coffee powder (if no sunrise is available in the shelves people may go in
bru coffee), tea, soap, toothpaste, tea, cereal, talcum's, deodorants, and others which are common products bought on a daily basis.

Low involvement buying decisions are often done rn customary response or in a habitual behaviour that rs, consumers make regular purchase decrsrons based
on inadequate information they have collected in the preceding event. For example, when the consumer walks into a KFC or a McDonald's to order a combo
meal. If the consumer gets a Coke/Pepsr for the combo meal as a drrnk, rt means the consumer is engaging in the habitual or a routine behaviour that he may
not think of other drink options. A low-involvement decision is more uncomplicated, involves little risk, is recurring and often becomes a habit. In general, these
purchases made by the consumers are not very significant to them

A low-involvement purchase usually includes an abridged process of decision-making In these circumstances, the consumer typically does modest if any
information congregation and any evaluation of alternatives rs comparatrvely simple and clear-cul. Consumers are meticulous enough to get a product they
desire, but they usually spend no more time or effort than what is needed. These are products which are low in value too.

For low involvement products, the consumer grves little consrderatron and feelings or thoughts may not be formed for the product untrl and after the purchase
has been done. Here the three components ABC gets involved that is attitude, behaviour and cognitive component of the consumer. All the three work in a
manner that cognitive approach of the consumer leads to his behaviour which finally depicts his attitude. This could be understood easily, say the marketer
triggers the consumer through continuous advertisements in the television which set off the cognitive component of the consumer to create awareness in the
minds of the consumer for a later stage. Next when the consumer enters the store the cognitive component induces him to behave in the same way and thus
replicates his attitude through the purchase of the product. If the consumer is contented with the purchase he has made, there is a positive reinforcement and
ensure the purchase of the same brand again

Therefore, consumers with low involvement do not consider products to be very important, and it is the duty of the marketers to decide on the various methods
to involve consumers with the products that lack consumer involvement and make them learn on the information process.
 2.3.2 R Model: Implications for Marketers

As seen, it is that consumer involvement in any product purchase will definitely have an implication for the marketers as a whole. As the involvement of the
consumers affect how he or she collects the information, understands the same and transfer the information into a purchase decision_Thus, the entire process
of a consumer involvement needs a proper marketing mix strategy to be formulated by the marketer. The consumer involvement study helps the marketers in a
number of ways say

1. Products with low involvement requires to be treated differently than products of high involvement as the marketer needs to follow a marketing
pattern in order to seek the attention of the consumers i.e, sequence of cognition followed by the behaviour of the consumer to reveal the attitude
of the consumer.

2. The consumer involvement study assists a marketer to assess how the greater part of the market that is targeted relates to the purchase of the
specific product or service category, in terms of high/low involvement products If the major part of the segment targeted views it as a high
involvement, the consumer decision making turns to be rational, although there is an emolional and egrnst1c element attached to the purchase of
the product. For example, while purchasing a car, as a rational minded person, the consumer would look for mileage, engine etc., as an emotional
minded person, he/she would think of style, model, colour, aesthetics and an egoislic mind would connect ii to pnde and prestige. On the other
hand, if the most consumers of the segment consider it as of low involvement, then the decision making turns out to be emotional.

3. Products with low involvement can make best utilisation of the low involvement media say the radio and television that plays a predominant role in
bringing an enviable behaviour from the part of the consumer_On the other hand, for the products with high involvement, the print media works
much better to get the desirable behaviour from the consumers.

4. The marketer can take the advantage if the low involvement products are related with daily needs/wants and are present to the consumers in the
form of slice-Of-life advertisements. These low involvement products would be fundamentally regular or daily purchases for the impulse items.

5_The marketer could achieve in-depth learning into purchase situations of consumers with high involvement and low involvement and consequently the
marketer can introduce and change the strategy to get hold of the market. An extensive search for the information is done for high-involvement
purchases by the consumer where the marketer is necessitated to provide with deeper information about the features, attributes, benefits, variety,
models of the product and the brand differences information also to be emphasised as well.

6. Marketers need to use a longer fonmat media to approach the consumers say, (i) Social media advertisements play a great role in today's marketing
Marketers need to be 24'7 available in the social media; (ii) advertisements in print media like newspapers, magazines, journals and brochures; (iii)
video advertisements in television. On the other hand, an emotional approach is required for the purchases with low-involvement as they are routine in
nature where an audio-visual media could be focused to reach out the consumers and maintain brand loyalty.

7. If a marketer 1s dealing with both the segments of consumers say high involvement and low involvement segments, he can confront with both the
segments of consumers individually by bnnging about modifications in the marketing mix strategy However, the marketer requires taking such decisions
only after a thorough understanding and considering the size and capability of each of these segments But if there is only a small segment functions on
erther a low involvement or on high involvement it may not be possible to cater to both the segments differently.

8. For the consumers who are brand switchers, the marketer requires to employ economic appeals than a rational approach that highlights on brand price
in comparison with other brands, discounts offered, savings in comparison, value for money spent etc.

9_For brand loyal consumers, the marketer should place importance on attracting consumers and building brand loyalty

10. Information provided by the marketer should depict the worthiness of choosing the particular brand than that of its competitors. The marketer could also
try to make an emotional connect for the consumer with the brand
 2.3.3 The Learn-Feel-Do Hierarchy Model

The Learn-feel-Do Hierarchy model was developed and proposed by Vaughn and his colleagues in the late 1980's which provides with implications and
suggestions for marketing communication. Based on the nature of product/service offerings the consumer decision making varies across each decision.
According to the learn-feel-do hierarchy model, some consumer purchases are supported by a lot of thought process, views, cognition and thinking, while
some others are based on sentiments, feelings, passion and emotion.

The combination of thought process and emotional appeal is taken as reference points to develop a strategic matrix. Based on the different kinds of
product/service offerings, the marketer chooses appropriate strategies accordingly For which the marketer has to analyse the environment, nature of the
product, and based on which promotion strategy has to be designed accordingly; the medium of advertising should also relate to the product/ service category
offered. The learn-feel-do model is a simple and easy matrix that connects the decision making of consumers with consumer options or choices to three
components which are cognitive/information (learning), attitude/emotional (feeling), and conative/behaviour (doing). The learning that occurs as a result or
consequence of a mental activity is called cognitive or informative learning The matnx categorises the process of consumer decision-making along two
dimensions; say high/low involvement and thinking/feeling.

Involvement as an element /dimension is presented on a continuum/range as high and low; over period of time one goes from high to low involvement.
Thinking and feeling is represented on the other axis yet again as two ends of a range; with changes in the time period, there is a change from thinking to
feeling The matrix is divided into four cells based on cross combinations of High Involvement/ Thinking, Low Involvement/ Thinking, High Involvement/ Feeling
and Low Involvement/ Feeling. Each of these four cells has significance In designing the marketing strategy of a product /service offered and is explained as
follows:

Fig 2.3.1: The Learn Feel Do Hierarchy Model
High Involvement/Thinking: This cell of the Learn-Feel-Do- Hierarchy matrix includes
high involvement and thinking; in general, it signifies a higher level of rationality shown
by the consumer's behaviour. Products/services that get into this cell are the high
involvement products, where the consumer decision making process requires and
involves a lot of thought process Consumers have a high need for information and
thereby search in-depth to have a deep understanding of things based on the nature of
product/service offerings. Also, consumer decision making is at times determined by
economic intentions. Examples of products that would fall into this cell include
Jewellery, mobile phones, cars, laptops, land etc., as well as innovative or novel
products The strategy followed in this model is learn _, feel _, do.

High Involvement/Feeling: This cell includes more feeling and therefore less
information is required This cell is a representative of circumstances which are high
involvement and feeling; on the other hand, the level of involvement on information and
thinking has less importance than the factor of feeling As the purchases made are
related to the self-esteem or self-prtde of a person. The affective component Is stronger
in the cell than the information factor The person is led by the feeling, sentimental,
emotional and psychological motives; and, they turn into a 'Yee/er" regarding the
product. Examples comprtses of fashion Jewellery, sports cars and motorcycles,
perfumes etc The strategy included in this model is feel -, learn --+ do

Low Involvement/Thinking: The third cell necessitates very less effort from the side of the consumer, tn terms of involvement and thInkIng. II is In fact the
result formed from the habitual behaviour within the consumer (or the buyer), as an outcome of routine buying and regular purchase The consumer turns into
a reactor that Is whenever he has a want or a need, he responds and ImmedIately does a purchase whatever brand he has been buying As the stage is
passed on by the consumer during a pertod of time, almost all the goods or products would fall into this cell Examples of goods that have low
involvement/thinking dimensions include flour, stationary items, staples, bread, soap etc The strategy included in this model is do-,learn-, feel

Low Involvement/Feeling: The goods that fall in this cell indicates that the consumer has low involvement and low feeling; yet, they endorse and support the
level of self-satisfaction. Consumers purchase such products/services that are intended to satisfy one's personal tastes, many a times the consumers are
influenced by peer influence and social demands. Examples might include movies, cigarettes, liquor, etc. The strategy included in this model is do--+ feel _,
learn.

The marketer has to provide with sufficient information about the product/service offering based upon the requirements of the consumer to make them
understand the brand offerings and build a constructive thinking in the minds of the consumer about the brand leading to purchase of the product. All the
quadrants require a different promotional strategy that focuses on the creation of brand recall in the minds of the consumers. The promotional tactic should
comprise social appeals with an entertainment element attached to it.
2.3.4 The Level of Message Processing

Message can be defined, "as a verbal, written, or recorded communication sent to or left for a recipient who cannot be contacted directly"_Therefore, message
is either directly or indirectly conveyed to the consumer either in the form of a voice message, social media, television or radio advertisements. The level of
involvement of the consumer has an infiuence on the information collection, gathering and processing. Based on the level of involvement of a consumer, the
level of message processing model says that a consumer's attention to various advertising medium is infiuenced by the differing levels of involvement and has
the various levels in the stages of pre-attention, focal attention, comprehension, and elaboration. Each of these levels signifies the different level of processing
the message and is elucidated as follows:

Fig 2.J.2: Levels of Message Processing Pre-attention: This is the first step in the processing the message where the consumer needs only a very limited
processing Pre attention is the desire that is created in the minds of consumers or done to add some amount of
familiarity among the consumers

Focal attention: This 1s the second step and a stage higher than the first stage, here the consumer focuses on the
source of message and framework and becomes approachable to basic and essential informalion like
product/brand name, colour and usage.

Comprehension: At this stage, the consumer gives attention to the content of the message and tries to
comprehend the message in terms of features, characteristic, attributes, cost, benefits, showroom availability etc.

Elaboration: During the last stage of message processing and the highest stage of consumer involvement, the
consumer incorporates the message into his memory, adding to his forms, values, beliefs and also adds to or alters
the information that exists in his memory previously.
2.3.4.1 Implications for a Marketer

• The marketer should devise the promotional message based on the level of consumer involvement that exists for the major part of the consumer
segment for that particular product/service category

• For products with high involvement, the marketer has to shift the consumers from the stage of pre-attention to elaboration. This becomes all the
more essential for consumers who are normally have low involvement on products because of their basic personal traits and qualities.

2.3.4.2 The Product versus Brand Involvement Model

Product Vs Brand Involvement model evaluates consumer involvement at two levels i.e., product and brand. A consumer may think that the importance an,
features of the product/service category to be significant but may not be essentially signify the importance of brand The contrary may also be factual, wher,
the consumer may feel the significance of the brand and the pride it gives owning the brand and not with the product/service category or features.
According t, this product Vs brand model, consumers can be divided into four categories according to their level of involvement with the product/service
category and als, with the brand. Lei's understand each of these categories as follows:

Fig 2.3.3: Consumer Categories

Brand Loyalists: Brand loyalists are those consumers who are exceedingly involved with both the
product category as well as the brand The marketer should give and make available all the
Brand Loyalists information about the product category as well as the brand, as both the product and the brand
have high involvement from the part of the consumers because of which the consumers exhibit and
reveals the sign of brand loyalty and is faithful to the particular brand.
Information Seekers

Information Seekers: The next category if the information seekers who are the category of
Routine Brand Buyers consumers highly involved with the product/service category but depict a low involvement with the
brand. consumers spend more time and put in lots of effort to collect, comprehend and understand
the infonmation about the product as provided by the marketers and once they have collected the
Brand Switchers information, the consumer processes the 1nformat1on and analyses the various options available
Here the consumers do not consider greatly about the brand and show less preference/choice
towards the brands where the brand loyalty is not present in most cases, and perhaps very low in
some cases.
Routine Brand Buyers: As the name suggests, routine brand buyers are not extremely involved with the product or service category but shows high
involvement with a specific brand within that product category They have a tendency lo show a great level of loyalty towards that particular brand, although
they are not predominantly interested in the product or service category. If and when the consumer needs lo use a product/service, they support a specific
brand only.

Brand Switchers: Here too as the name specifies brand switchers are those consumers who are involved neither with the brand nor with product/service
category They tend to buy anything they can grasp and not particular or very specific about the product or the brand As the term implies, they keep on
switching or shilling between the brands They do not have any sentimental attachment or an emotional bond with any brand/product.

2.3.5 Model - Implications for Marketers

Consumer involvement has a greater implication for a marketer Consumer involvement has an effect on how the consumer gathers collects, understand and
transfer the information to take purchase decisions and make a post-purchase assessment. Thus, a marketer needs to comprehend the method, process and
design the marketing mix plan in a way that can stimulate the consumer involvement process lo the favour of the marketer. The consumer involvement study
can be helpful and constructive for a marketer in the following ways:

i. The consumer involvement study helps a marketer evaluate how most target consumer of the marketer relates to the obtainment of the specific
product or service category, in terms of high involvement or low involvement. If most of the target segment sees ii as a high involvement, the
consumer decision making becomes logical and rational, though there may be a sentimental, emotional and egoistic element too. For example, the
consumer while buying a land for building his dream house with a rational mind he would see to the developments in the nearby areas, amenities
available, cost etc.; an emotional mind would think of building architecture, build-up areas, aesthetics; and an egoistic mind would connect it to self
pride and self-prestige On the other hand, 1f the most of the consumer segment treats ii as with low involvement, the consumer decision making
becomes emotional.

ii. The marketer may possibly gain more in-depth and a deeper understanding into high involvement and low involvement purchase situations and
based on that can bring about changes in the marketing strategy now and then.

111 For brand loyalists, the marketer should place importance on attracting more customers and building brand loyalty among the consumers_The marketer
should give information about the brand very otten and depict how the particular brand is better than that of its competitor Apart from giving information
to the consumers, the marketer should also try to connect the consumers emotionally with the product category. Promotional advertisement messages
should be provided with information as well as emotional; they should present with truth and facts, as well as strengthen brand loyalty

iv. Information rather than an emotional message is the requisite from a promotional message by the information seekers therefore, the marketer should
ensure that he supplies such consumers with relevant truth and facts about the product or service category as well as the brand The product
characteristics, features, cost, attributes, benefits etc., as well as information on differences in various brands have to be given more emphasising
upon.

v. Emotional appeal is the tantra/mantra to keep the routine brand buyers in the hold of the marketer and ensure the continuation for that particular brand.

vi Discounts, savings, buy one get one offers, value for money in comparison lo other brands are the strategies that could be used by the marketer lo
attract brand switchers.

2.3.6 Conclusion

Consumer involvement is an attempt made by the marketer to make consumer get involved to take decision before going in for a purchase and depends on the
importance and the awareness a consumer has for a particular product or service II could be high or low involvement from the part of the consumers Low
involvement learning is where the consumers shows or put in no efforts to know about the product category before and even after purchase. Based on the
involvement consumers could be divided into four categories with high involvement/low involvement and thinking/feeling. According to the consumer
involvement the marketer can deepen his promotional messages to attract the consumers and also change the low involvement consumers into a highly
involved consumer.
 Summary

• Consumer involvement may be purposeful and also intentional on the part of the consumer.

• Low-involvement purchase 1s when consumers do not have a thought process about the product that they want to acquire.

• The consumer involvement study assists a marketer to assess how the greater part of the market that is targeted relates to the purchase of the
specific product or service category, in terms of high/low involvement products.

• For brand loyal consumers, the marketer should place importance on attracting consumers and building brand loyalty_

• Vaughn developed the model of the Learn-feel-Do Hierarchy in 1980's_

• Message commurncalion 1s either directly or indirectly conveyed to the consumer either in the form of a voice message, soC1al media, and television
or radio advertisements.

• A consumer may think that the importance and features of the product/service category to be significant but may not be essentially signify the
importance of brand

• Consumer involvement has a greater implication for a marketer. Consumer involvement has an effect on how the consumer gathers collects,
understand and transfer the informalion to take purchase decisions and make a post-purchase assessment.

• If most of the target consumers have a high involvement, the decision making becomes logical and rational, though there may be a sentimental,
emotional and egrnslic element too

@Activity

Suppose you are the marketing manager of newly launched OnePlus Mobiles How would you divide your consumers in such a manner that they know about
the brand as soon as possible and convert it into sales?

@ Activity Answer Key

As a marketing manager the consumers can be divided into Android phone loversfTech Savvy, brand lovers/loyalists, mfonnalion seekers, brand
switchers_In 2020, its first two flagship phones of the year - the OnePlus8 and OnePlus 8 Pro was launched with much more traditional pricing OnePlus
also fully embraced internet marketing and sales from the beginning. Almost all of its products are direcUy from its website which eliminates the need to visit
carriers or deal with third-party price mark-up's.