View source for High involvement product

{{infobox4
|list1=
<ul>
<li>[[Relationship selling]]</li>
<li>[[Consumer markets]]</li>
<li>[[Brand essence]]</li>
<li>[[Special offering]]</li>
<li>[[Selling process]]</li>
<li>[[Hunger marketing]]</li>
<li>[[Convenience product]]</li>
<li>[[Sales discount]]</li>
<li>[[Client satisfaction]]</li>
</ul>
}}



'''High involvement [[product]]''' it is a type of product, which “purchase perceived [[risk]]" is high, and the [[price]] is also high<ref>Porral C.C., Stanton J.L., (2018), p. Chapter 3.4</ref>. Purchase of this product is very important for [[customer]], because of '''“high emotional involvement”'''. In general decision of purchase the high involvement product is very '''long and complex'''<ref>Kumar S.R., (2008), p. 210</ref>. Examples of high involvement products are cars, mobile phones, furnitures, bank accounts<ref>Dahlen M., Lange F., Smith T., (2010), p. 295</ref>.

==Product involvement==
'''Involvement''' is related with '''“decisions- making process”''' by individual customers. The '''size of involvement''' affects the distinction two [[types of products]]: '''high-involvement products''' and '''low-involvement products'''<ref>Dahlen M., Lange F., Smith T., (2010), p. 295</ref>. When product is buy routinely, consumers before purchase usually know what they want to buy, therefore decision [[process]] is short, and they buy several similar brands, then it is low-involvement product. Whereas, when product is buy rarely, consumers [[need]] more time to think about purchase, and they are search a lot of informations about the products, therefore decision process is extensive and long, then it is high-involvement product<ref>Lamb C. W., (2009), p. 67-68</ref>. The main difference between this two types of products is in [[consumer]] involvement, and in frequency of purchase. 

[[File:high_involvement_product.png|400px|right|thumb|Fig.1. High involvement product]]
==High involvement product characteristics==
In high involvement products, it is possible to distinguish a several important characteristics<ref>Saxena R., (2005), p. 156</ref>:
* high price
* complex features
* large differences between alternatives
* high perceived risks
* reflect self-concept of buyer

That type of products requires:
* differentiation
* brand valuation
* extensive availability of information (multiple sources)
* after sales service

==Benefits for company==
Consumer which buy high-involvement product, have in general high expectations related with the [[brand]]. Meet consumer expectations, bring a lots of benefits for a [[company]]<ref>Güse K. S., (2011), p. 129-130</ref>:
* successful future relationship between consumer and brand (company) 
* higher “perceived brand relationship quality”
* higher brand loyalty

==Marketing of high-involvement products==
High-involvement products need different type of [[marketing]] activities than others products. Mass advertising is a basic type of promotion use for many of products, but for higher-involved products it have a marginal meaning. The most effective in marketing promotion is announcement (advertising) targeted individually '''(“one-on-one”)''', and '''“maintenance options”'''<ref>Blakeman R., (2011), p. 67</ref>. One of the most important thing in promotion which is addressed to target [[market]], should be '''“informative and extensive ads”'''. High-involvement advertising should also gives a lot of informations, which are key for long decision-making process. Apart from that, the message should contain benefits and advantages of using the high-involvement product<ref>Lamb C. W., (2009), p. 68</ref>.

==References==
<references />

==Footnotes==
* Blakeman R., (2011), [https://books.google.pl/books?id=cMderChX-7AC&printsec=frontcover&hl=pl&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false ''Strategic Uses of Alternative Media: Just the Essentials''], ME Sharpe
* Dahlen M., Lange F., Smith T., (2010), [https://books.google.pl/books?id=rLt48XwnW1cC&printsec=frontcover&hl=pl&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false ''Marketing Communications: A Brand Narrative Approach''], John Wiley & Sons
* Güse K. S., (2011), [https://books.google.pl/books?id=2c23DsefJFQC&printsec=frontcover&hl=pl&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false ''Brand Personalities and Consumer-brand Relationship as Elements of Successful Brand Management''], University of Bamberg Press
* Kumar S.R., (2008), [https://books.google.pl/books?id=yo4JsUrZPfcC&printsec=frontcover&hl=pl&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=falseConceptual ''Issues in Consumer Behaviour The Indian Context''], Pearson [[Education]] India
* Lamb C. W., (2009), [https://books.google.pl/books?id=5yE_wuCeukUC&printsec=frontcover&hl=pl&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false ''MKTG''],Cengage Learning
* Porral C.C., Stanton J.L., (2018), [https://books.google.pl/books?id=zJtMDwAAQBAJ&printsec=frontcover&hl=pl&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false ''Principles of Marketing''], ESIC
* Saxena R., (2005), [https://books.google.pl/books?id=c9869T3ZxDsC&printsec=frontcover&hl=pl&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false ''Marketing Management''], Tata McGraw-Hill Education
{{a|Kinga Dudek}}
[[Category:Marketing]]