Question

Role of involvement in consumer decision-making. Identify the level of involvement a customer of your product or service might use to make a purchase/no purchase decision. Then, discuss which type of buying behavior is most consistent with that level of involvement. TOPIC KINGSFORD CHARCOAL

Answer 1

KINGSFORD CHARCOAL sells charcol briquette and related products which can be used for grilling.

The level of involvement a customer of our product uses a ‘Limited Problem Solving Approach’ to make a purchase/no purchase decision. The customer involvement level while buying is neither low, i.e. routine nor very high, i.e. Extended Problem Solving.

Therefore, the approach followed is that of limited problem solving wherein the customers already possess certain amount of information regarding the product, which is charcoal in our case and only get involved into limited additional information search.

The consumers in this type of involvement undertakes Habitual Buying Behaviour. The consumers have a medium involvement level. They initially try and survey few brands and then stick to one for long run. They therefore get into habitual buying wherein they decide/choose once and usually buy the same product over again.