A Role of Involvement, Risk Perception and Positioning in Buying Decision of High Involvement Products

- Dr. Tejas R. Shah, Associate Professor, Kalol Institute of Management, Kalol, Gujarat, India
- Dr. Tejas N. Dave, Director, Kalol Institute of Management, Kalol, Gujarat, India
- Apoorva Raval, Associate Professor, Kalol Institute of Management, Kalol, Gujarat, India

Abstract:

Involvement and risk perceptions are important constructs of high involvement products’ purchasing. High involvement and risk perceptions lead to more information seeking behaviour of customers. Today, the literature suggests various criteria to develop the brand positioning strategies. The basic objective of this paper is to understand the nature of relationships between involvement and risk perception and information seeking tendencies. It also tends to find the suitable brand positioning strategies to be adopted by the firm in case of high involvement product category. The data were collecting using survey method, where the respondents had experience of purchasing car, which is a high involvement product category. The final sample size was of 300 respondents. The results suggest that the rationality or utilitarian approach is the central theme in marketing communication of high involvement products to bring competitive advantage.

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