Download - Consumer Involvement Theory
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Consumer Buying BehaviorPresented to –Prof. Shannon Chavan - Roque
Presented by – Jitenderjit Singh 70Lalit Sharma 80
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It is one way to understand the psychology and behavior of your target audience
Involvement refers to how much time, thought, energy and other resources people devote to the purchase process
The Emotional / Rational scale is a measure of reason vs. impulse, desire vs. logic, passion vs. prudence
Consumer Involvement Theory
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High involvement / rational
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High involvement / emotional
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Low involvement / rational
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Low involvement / emotional
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Theory of Diffusion
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Customer Delight
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The Bridge to Our Customers
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Definition Exceeding customers’ expectation is delighting
customers
The customer reacts with a “wow” in return for the product/service
Every interaction with the customer has an opportunity to create delight
The challenge is to consistently maintain the delight factor
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Thank You