Here is the synopsis of our sample research paper on High and Low Involvement Purchase Decisions. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 10 page paper examines the purchase decision of two different purchased. Based ion questionnaires supplied by the student the way the decision were reached when purchasing a cup of coffee and a lap top computer are compared. For each decision factors examined in the paper include needs recognition, the pre purchase search, evaluation of alternatives, the impact of the socio-cultural environment and psychological field, the influence of marketing, the post decision behavior and the differences between high involvement and the low involvement decisions. The bibliography cites 8 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEpurcoff.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
variety of factors such as the cost, perceived important and level of thought that needs to go into a purchase (Kotler, 2003). If we compare the thought processes and consideration
that are made when a cup of coffee if purchased compared with the purchase of a PC the difference are very apparent as one is a more important purchase with
longer term consequences so its more likely to require greater thought (Hadjimarcou and Hu, 1999). The processes themselves cannot be monitored, but insight can be gained from the use of
a questionnaire asking relevant questions regarding the way the purchase decision was made can be used as a form of qualitative assessment (Curwin and Slater, 1996). The Coffee 1. The
purchase decisions may have been a part of an emotional response as well as a physical need. The first aspect of the purchase decision is the need recognition. In this
case the need is stated as to feel refreshed as well as a social need to take a break with friends near the university. This latter aspect is not a
physical need but an emotional and social desire and is common in most purchase decisions, with the need for the emotional satisfaction as well as the physical need (Hooley et
al, 1998). A product is rarely bought for what it is but for the need that it will satisfy, in this case the needs were those associated with a cup
of coffee. The purchase search for this purchase was very limited and the purchase was almost habitual, there is a high level of loyalty to the Starbucks brand and
a particular type of coffee that is sold; the Cappicino with skimmed milk. This regular purchase of the product and the indication that this is the usual product is one
...