MARKETING AND MARKETING STRATEGY

Marketing and Marketing Strategy

Marketing and Marketing Strategy

This paper is based on question and answer assignment for marketing of an electric car.

Q1: High involvement Purchase: Purchase Decision Process Consumer Buying Behavior

Complex buying behavior involves a high level of consumer involvement in the purchase, where the consumer perceives many significant differences among available brand choices; an example of this behavior is illustrated in a consumer engaged in the decision to purchase an electric car (Woodall, 2009).

Dissonance-reducing buying behavior is characterized by a high level of involvement in the purchase but a few significant differences perceived between available brands; in such cases, though the consumer takes time and effort in the purchase process, the purchase action takes place more quickly than expected due to the absence of important differences between alternative brands on the market (Valdes-Dapena, 2009).

Though examination of consumer buying behavior focuses on elements linked to purchase decisions, investigating the behavior of consumers encompasses an extensive set of other phenomena. This includes other facets such as beliefs, inferences, attitudes, preferences, intentions, and memories occurring before and/or after consumption. This is reflected in attempts to understand issues such as customer satisfaction, consumer search and choice, purchase rationalization, regret and returns, brand loyalty, and switching behavior, among many others (Sorensen, 2010).

In habitual buying behavior, involvement in the purchase is low and the consumer perceives a few significant differences among available brands.

In the case of electric car buying behavior, a low level of consumer involvement in the purchase is coupled with the consumer perceiving significant differences among the brands; this can result in the consumer engaging in a great deal of switching among brands in order to experience each and satisfy his/her variety-seeking tendency. In such cases, the purchase for the consumer might be characterized by a low level of ...