The buying decision process for high-involvement consumer purchases is similar to that of new-task
use a similar
high-involvement consumer purchases
. Both require
much research and information gathering, and evaluating alternatives
Low-involvement consumer purchases
involve a similar buying decision process as
made by organizations. Straight Rebuy purchases are routine
purchases made by companies, just like low-
involvement purchases are routine, low-risk purchases made by consumers. They involve a similar three-step
5 different categories of people who affect the decision making process in organizational purchases.
are responsible for selecting suppliers and actually negotiating
the terms of purchase. Carry out the purchasing
- ones who actually use the product
usually technical personnel, such as engineers, who help develop the specifications and evaluate alternative
When the products being considered involve new, advanced technology
, technical personnel are especially
- people such as secretaries and technical personnel who control the flow of purchase-related information
within the organization. Control the flow
people in an organization who make the buying decision, actually choosing the products and vendors
group of people within an organization who are involved in making organizational purchase decisions, and
includes five categories of people: users, influencers, buyers, deciders, and gatekeepers. All the people who participate
influence the buying decision-making process.
- purchased by individuals for final consumption.
Consumer goods can be broken down further categories
(involving different levels of involvement) into:
- which are purchased routinely
using low-involvement decision-making. Products which are
routine and low-risk, and entail a low level of involvement
from the consumer.
Shopping Goods -
require high-involvement decision making; buyers typically spend time to compare stores and brands
with respect to prices, product features, qualities, etc.
they may be expensive
, high-risk, or personally important to
Specialty product types -
Characterized by strong brand loyalty
; buyers know exactly what they want and will not accept
a substitute. Buyers are willing to expend considerable effort, often as much as it takes, to find
and purchase their brand.
Examples of specialty products are Ferrari cars, Picasso paintings, etc.