Mkt 421 Week 2 Marketing Environment And Strategy Paper

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Marketing Environment and Strategy Paper Product involvement is often explained as a consumer's level of interest in purchasing a product based on product type, needs, values, and interests (De Wulf 2001). Marketers have to understand the concept of product involvement in order to understand and explain a consumer's behavior in choosing certain products over others (Tsuen-Ho 2003). Many factors influence a consumer's behavior and level of involvement when purchasing a product. What usually makes a product a high involvement purchase is the considerable amount of time and effort the consumer is willing to spend in searching because of the major impact the product has on their expenses, lifestyle or self-concept (Hasan 2012). On the contrast, low involvement products are usually products that are bought with no thought or effort because…show more content…
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