Hot Beverage Drinks Case Study

b. The insulated hot beverage cups by Chinet represent a low to moderate involvement level. “Involvement is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior (McDaniel 96). Insulated hot beverage cups is a product that many consumers buy, especially those who enjoy drinking coffee or other hot drinks. Therefore, you could say it is a low-involvement product. This means that consumers spend a small amount of time researching and deciding on buying the product before purchasing it, such as buying milk or frozen microwavable foods. One can associate a low-involvement product with routine response behavior which is “the type of decision making exhibited by consumers buying frequently …show more content…
There are factors that determine the level of involvement a purchase has. These factors include previous experience, interest, perceived risk or negative consequences, and social visibility (McDaniel 98). The more previous experience one has with a product, the lower level of involvement, whether it was a bad or good experience. Depending on how much a consumer is interested in the product, they will either spend a lot of time on the purchasing process to find the best product or no time at all if they know exactly what they are looking for. If a product has higher risks such as losing a great money or causing anxiety, this could make a consumer spend more time deciding what to purchase. Lastly, the social visibility of a product makes a statement about the purchaser, which could lead to positive or negative judgement. “Other factors include the value a product has, the durability of the product, and the number of competing products” (In class notes 10/17). It is very important for marketers to understand the concept of involvement because “marketing strategy varies according to the level of involvement associated with the product” (McDaniel