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Decoding Shopping Motives: A Consumer Adventure in Understanding Involvement Levels and Decision Making

This article delves into the intriguing world of consumer behavior, focusing on the importance of involvement levels in the buying process. Explore high and low involvement scenarios, extensive problem-solving versus habitual decision making, and the continuum of buying decision behavior. Discover how psychological and social forces, information sources, and situational factors influence consumer choices. Unveil the buying decision process from need recognition to post-purchase behavior, evaluating alternatives, and the impact of social influences and the purchase environment. Gain insights into in-store decision-making, spontaneous buying, impulse purchases, and the role of point-of-purchase stimuli and sales interactions in shaping consumer behavior.

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Decoding Shopping Motives: A Consumer Adventure in Understanding Involvement Levels and Decision Making

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  1. ENVIRONMENT Zeenat Jabbar

  2. Shopping Experience: A Job or An Adventure? Social Experiences Thrill of the Chase Understanding Shopping Motives Instant Status Sharing Common Interests Interpersonal Attraction

  3. AIRTEL

  4. The Importance of Involvement Involvement Represents the Level of Importance or Interest Generated by a Product or a Decision. • High-Involvement: • High Importance • High Information Processing • Substantial Product Differences • Low-Involvement: • Little Personal Interest • Little Information Processing • Few Product Differences

  5. Extensive Problem Solving Habitual Decision Making Limited Problem Solving A Continuum of Buying DecisionBehavior Low-Cost Products More Expensive Products Frequent Purchasing Infrequent Purchasing Low Consumer Involvement High Consumer Involvement Unfamiliar Product Class and Brands Familiar Product Class and Brands Little Thought, Search, or Time Given to Purchase Extensive Thought, Search, and Time Given to Purchase

  6. Need Recognition The Consumer Decision Process Information Search Evaluation of Alternatives Purchase

  7. JOY

  8. SOCIAL AND GROUP FORCES Culture Subculture Social class Reference groups Family and households PSYCHOLOGICAL FORCES Motivation Perception Learning Personality Attitude INFORMATION Commercial sources Social sources SITUATIONAL FACTORS When consumers buy Where consumers buy Why consumers buy Conditions under which consumers buy BUYING-DECISION PROCESS Need recognition Identification of alternatives Evaluation of alternatives Purchase and related decisions Postpurchase behavior

  9. All Alternatives Evaluation of Alternatives Evoked Set Actively Considered Inert Set Aware of, But Would Not Buy Inept Set Not Entering Consideration Retrieval Set Prominent Products in Environment

  10. Social Influences Culture Subculture Social Class Organi- zations Reference Groups Family Media Individual Consumers

  11. The Purchase Environment • In-Store Decision Making • Many purchases are influenced by the store environment and contribute to: • Spontaneous/Unplanned Buying - result from time pressures or reminders. • Impulse Buying - sudden urge to purchase. • Point-of-Purchase stimuli (POP) is increasingly popular and sophisticated and includes: • In-Store Displays that dispense products and/or coupons. • Salesperson • An important factor who attempts to influence the buying behavior of the customer through: • Resource Exchange, “What do I get from the salesperson?” • Sales Interaction through Identity Negotiation.

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