Question

Consider low- versus high-involvement purchases. Specifically, high-involvement purchases are "psychologically important to the buyer". Contend high involvement purchases entail consumers move through a five-step cognitive process.

1.Problem Identification

2. Information search

3. Evaluation of alternatives

4. Purchase

5. Post-purchase evaluation

Now, consider a good or service YOU consider a high-involvement purchase. Share the story of your purchase decision-making process from need/want identification (e.g., I want a BMW convertible) through the five stages (listed above) provide a timeframe (e.g., I said I wanted a BMW convertible on Monday and I purchased it that Friday; or I said I wanted a BMW convertible 10 years ago...and finally leased one this week). Please label each of the five stages to optimize readability. Share your recollections, emotions, anguish, cognitive dissonance, or sheer bliss - bring us into your world for a moment.

Answer 1

Problem Identification – Once I visited one of my cousins during my summer holidays, he had an iphone 6. I was fascinated with the feature that phone had and the status that brought to the holder. He took it every now and then and felt proud about it. So, I wanted to have it. Information search – When I came back, I started researching on iphone 6 and I found out that it was one of the fastest selling mobile phones in the world. I found out that it had already created a status quo. I also found out that people were queuing from the previous night in the streets. Evaluation of alternatives – I searched for the alternatives of iphone online from Samsung, HTC, Motorola etc. but none had the sophistication, style and status that the iphone presented. Although, the cost was very high for iphone, I wanted to buy it. Purchase – I went to an Apple store few days later and bought it. I felt very happy and proud of becoming an Apple iphone owner. I showed it to my cousin and I enjoyed his look. Post-purchase evaluation – I felt very satisfied with my purchase as the phone still works well. I also found the phone very useful and user friendly and I recommended to two of my friends later.