Processus de décision et l'implication

Résumé du document

The concept of buying involvement differs according to the type of consumer. It can be high and low, depending on the need of the buyer. Routine decision process in high involvement situation means that the buyer already knows what he intends to buy, he does not need to learn more about the product or to seek information because, whatever happens, he will buy this product no matter the price.

Extraits

[...] But, for most of the high involvement, generally it is a purchase with a high price and a high risk. Thus, consumers will make an active learning to evaluate the brand, find information. This makes it possible to limit the risks of purchase, one does not want to be mistaken on an expensive purchase. Conversely, low involvement performs a passive learning, they can sometimes buy at random, without really knowing beforehand, whether the brand is evaluated or not. They are more flexible because generally purchases are cheaper, mundane and are not a high risk for their money. [...]

[...] With the appearance of influencers, it is a significant risk to satisfy these customers. They have millions of fans, who watch their content every day, believe them, and listen to them. If the average customer who buys a car was ultimately an influencer with his community, the brand would not have disappointed only a customer and possibly his entourage, but his entire community and the entourage of each person. It is an incalculable number, we realize that the repercussions are enormous. [...]

[...] They will have lost the confidence of buyers. This is also reflected in their communication and advertising. The values that a brand communicates will not please all types of customers, it is the harsh reality of the competition, we cannot please all the consumers of the world because each one with his needs, his level of money, its motivations, the essential thing is to guarantee what we will sell, to have a greater part of faithful customers, who will come back without hesitation. [...]

[...] The goal for the brand is to keep this customer loyal, so the paradigm disconfirmation must not be too important to give the consumer confidence, to prove to him that he made the right choice by choosing this brand over another. Most of the criteria must be met, such as personal motivations, social motivations, different types of needs, quality, price etc. Customer satisfaction is an important point. A brand has no interest in scamming its customers on its merchandise, because gradually, it will lose the trust of all, will have a bad image and will attract more new consumers. [...]

[...] Its purchase implication will be raised because the risk as well as the price is too. He must not be mistaken about this purchase because he does not have much money, he saved a long time to buy a new car, so he does not want to be disappointed. Thus, he will seek information before buying by comparing car brands, models, according to his needs, advertisements will also have an impact on him. He does not want to be wrong, so his purchase decision will be made at the end of a long personal analysis. [...]