It is involvement everywhere with anything from morning tea to air-conditioners. The concept of involvement assumes significance against the marketing backdrop described. With the battle of brands and minds in any product category, the consumer spends more time and effort in the purchase of product category, products, which have been uninspiring to him all these years.
- The attention given to marketing communication (especially advertisements)
- The evaluation of information processed by the consumers
- The behavior of consumers in low-involvement buying situations to levels of higher involvement While cars, cigarettes, watches, designer wear and consumer durables (like TV, refrigerator, etc) have been traditionally associated with high involvement categories, certain commodity items have got themselves into high – involvement category.
Some Examples
- Catch introduced branded salt and pepper and followed it by communication to create involvement.
- In a country where traditional herbs and pastes have been consumed for ages, Kotmatsu has targeted its herbal products to the ‘back –to-nature’ urban segments.
- Apollo packaged its tyres and tubes in reusable tamper proof packs apart from creating Black Cat, Anti Skid brands – an effort to raise the involvement level of consumers. MRF’s Tyredromes and Dunlop’s spectra wide have also raised the involvement required for the brand differentiation plane.
- McDowell has deepened the spirit of involvement by its Minis range of whisky, rum, gin and vodka brand (in 60 ml sizes).
- Involvement was created in the glass category by the introduction of Modi float glass (Sheet glass was the only variety available to the consumers till recently). The company went on a concept –selling advertising campaign by using a celebrity.
- Ruchi created involvement in the traditional homemade, low-involvement category of pickles.