Section A. Choose two products that a GREEN consumer would buy, the first category is one that is representative of extensive problem solving (high involvement) product and the other category is the routinized or limited problem solving (low involvement) product. State the two products and why you have made this choice.
Section B. High involvement purchase decision (consumer behaviour)
Describe the consumer decision process a consumer would go through when making high involvement purchase decision.
Some suggestions to include:
- external influences
- identify the problem or need
- information- identify green consumers
- possible evaluation criteria- identify how consumer attitudes influence by green products.
- comparisons of competitor offerings- compare different models in the market
- how and why the purchase decision could be made-when the consumers buy like money
Section C. Segmentation and Marketing communication for the high involvement product-
promotional strategy, pricing strategy
segmentation- 1. never follow the crowd, very concentrated group: high involvement product.
Communication strategy: central or referral group. Appeal strategy- emotional or
What media should use like internet, tv.
Using a segmentation criteria describe the attributes of the target market. Answer briefly why this is a distinct market. Describe two marketing communication media that would ideally be appropriate for this target market (radio, TV, internet, sales promotion etc.) giving reasons for your answers.
Section D. Routinized decisions
Describe habitual decision making, decision making biases and shortcuts. Do you support the argument that consumers really do not pursue any kind of decision process but make their selections more or less randomly without any apparent reasoning?