One important influence, which the concept of involvement has had on the consumers, is the manner in which consumer’s process information to determine the meaning. When a consumer is in the process of buying a TV or a two-wheeler, he could be in the high involvement situation. He may be interested in knowing the difference in the brands; he may like to objectively assess the claims made by a brand in its advertisements. Critical evaluation by the consumer gets combined with the predisposition of the consumer’s mind (attitude). A consumer who has received a ‘word-of’ mouth’ reference about a brand from his friends will tend to use it at this stage. The ‘store’ image as perceived by the consumer may also matter once he has finalized the brand. Information, which is consistent with the beliefs of the consumer, will make him positively oriented towards a brand. Finally, after the formation of attitude, behavior takes place in the form of buying the brand.
With all brands offering an acceptable level of quality, marketers can ensure that consumers perceive the differentiation on the service count. It is not only important to have good service but also important to communicate the service arrangements through a variety of ways. Apart from using the popular media, the point-of-purchase material at the dealers’ showrooms will raise the level of involvement of consumer. Service can also assume other dimensions like the dealer’s sales personnel ascertaining the proper needs of the consumer and proposing a match which will suit the consumer.
Videocon TV has a number of models and the consumer has to be involved in the ‘awareness’ phase before he moves on to the next stage in the decision making process. With several companies following the brand-extension path, it can be ascertained if a prospective consumer (in a show-room) has been a user of a brand earlier in some other product category.
A consumer wanting to buy a gift for his son (a TV) may also be user of the brand in which he is showing interest. The involvement here may shape the attitude of the consumer towards the brand. He feels happy the brand /store are interested in finding out how he feels about his association with the respective brand. Even if the consumer has been having a negative belief about a brand, he may try to give a ‘second chance’ for the brand because of the involvement created. If he has been having any wrong perceptions about the brand, they can be corrected.
