Some of the characteristics of low-involvement product and purchase behavior are mentioned below:
Low in price: Low-involvement products have a lesser price because of their bulk production. Hence, consumers do not think too much before buying these products. Examples of such products are soaps, toothpaste, etc.
Easy distribution: An important feature of low-involvement products is their availability and presence. Due to the nature of being easily replaced, they do not take the risk of not being available at stores. Therefore, the distribution channel of such goods is highly active.
Risk factor is low: These products are low priced and conveniently purchased from a nearby store. Thus, they have lesser risk involved, and consumers can easily return them or choose an alternative.
Less differentiated: It is difficult to differentiate low- involvement products from one another. For example, in purchasing cold drinks or packaged water, consumers are hardly seemed to be aggressively selective. If Coca-Cola is absent on may buy a Pepsi. However, low-involvement products can be differentiated; consumers seek to have variety-seeking behavior in such cases.
Switching between brands: Because of lesser differentiation and risk factors, consumers do not stick to a single brand in low purchase products. They may buy Hershey’s chocolate one day and may choose Dairy Milk chocolate the other day.
Repetition of purchase or routine response behavior: Consumers do not usually give a second thought once they get used to buying a low-involvement good from one particular brand. For example, buying a shampoo sachet becomes a no-brainer for a guy who has been using Head & Shoulder for years. He/she will reach a store, easily pick one and leave.
Buying on impulsion: Low-involvement purchases are sometimes made with simply an urge. They do not need budget planning, after-service issues, etc. They are consumed quickly and not thought about much. Examples â€“ Purchase of chocolates and some small accessories from checkout counters.
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