Discussion 1 Week 2.docx - When consumers make a purchase...

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When consumers make a purchase the purchase is considered to be a high involvement purchase or a low involvement purchase. High involvement purchases are purchases that help the consumer achieve important goals or hold a personal consequence for the consumer, the purchases falling under high involvement or low involvement is based on the consumer and their view of the purchase (Finch, 2012). For example, a high involvement purchase can be what materials to use when building a house, where a low involvement purchase can be which toothpaste to purchase. There are five stages that buyers typically go through. These stages consist of problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior. In a high involvement purchase consumers in the problem recognition realize their want or need for a purchase that is necessary to reach their goals or will hold a consequence for the consumer if they do not purchase it. In the information search
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