Customer Perception Towards High and Low Involvement Product Categories
No Thumbnail Available
Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
n today’s competitive market, having a well-thought marketing strategy is a key contribution to corporate success. There is enormous variability in the customers buy and use products .The purpose of the study is to understand the customer perception towards high and low involvement product categories and their purchase behavior. Descriptive research was used for the study. The data were collected from primary and secondary sources. Primary data were collected with the help of a structured interview schedule from 150 respondents and were analyzed using the statistical tools namely Descriptive statistics and Garrate ranking. The study shows that the company has to pay maximum attention to the quality , similarity of the products in high involvement category and target the customers in search of new products and innovativeness is found to be a major constituent of low involvement product category.