With most research focusing on high-involvement product categories (such as cutting-edge products and ‘sexy’ brands), managers of low-involving products often struggle to get their brands noticed; the same rules just don’t apply. This article explores the factors that may influence consumers’ purchase decisions in what could be seen as emotionless product categories. How can marketers begin to re-engage their audiences?
What is a Low-Involvement Product Category?
Some products may not excite all consumers. For example, for me (and I believe a lot of others), insurance and antivirus software aren’t particularly inspiring. When selecting products in categories of little interest, consumers are unlikely to spend time assessing which brand to buy because to them, their final purchase decision is of comparatively little importance. Instead, they may act by habit or simply buy what is top of mind. Their lack of motivation to actively weigh up the pros and cons of the brands means that any actual feelings of like or dislike are often based on subconscious factors.
Recent data from GfK indicates that the social-networking revolution is having a significant impact on businesses and how they operate. Businesses are waking up to the importance of social networks in shaping their online image and the opportunities they provide in reaching out to new clients and employees. The key challenge is how to make the most of this ever-evolving space.