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Involvement Dimensions in Family Buying of Personal Care Products Sakshi Sharma


Affiliations
1 IKG Punjab Technical University, Jalandhar, Khalsa College Amritsar, India
2 Dept. of Management Studies, Amritsar College of Engineering (ACET) Manawala, Amritsar, Punjab., India
     

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Marketers are interested in understanding involvement of customers in buying personal care products in order to frame media messages effectively. Therefore, the aim of the present study endeavors to uncover the dimensions of involvement in buying of personal care products and present involvement profile of respondents. A Sample of 542 customers has been taken from three districts of Punjab (India) and data have been analyzed through factor analysis, cluster analysis and chi-square test. The results reveal five dimensions of involvement—importance, interest, hedonic values, symbolic values and probability of mispurchase of product involvement. The study used involvement segmentation approach for categorizing personal care product customers and grouped them as–Unknowledgeable Unenthusiastic, Amateur and Knowledgeable Enthusiastic customers. Moreover profile of them also reveals significant differences across clusters with respect to demographic variables. The paper offers insights to marketers in framing marketing strategies to maintain and enhance the knowledge and enthusiasm of knowledgeable enthusiastic customers as well as to arouse the unenthusiastic customers. Therefore, it highlights the need to think about involvement as a specific product class phenomenon.

Keywords

FMCGs, Personal Care Products, Product Class Involvement, Family Buying, Indian Buyer
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  • Involvement Dimensions in Family Buying of Personal Care Products Sakshi Sharma

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Authors

Sakshi Sharma
IKG Punjab Technical University, Jalandhar, Khalsa College Amritsar, India
Maninder Gill
Dept. of Management Studies, Amritsar College of Engineering (ACET) Manawala, Amritsar, Punjab., India

Abstract


Marketers are interested in understanding involvement of customers in buying personal care products in order to frame media messages effectively. Therefore, the aim of the present study endeavors to uncover the dimensions of involvement in buying of personal care products and present involvement profile of respondents. A Sample of 542 customers has been taken from three districts of Punjab (India) and data have been analyzed through factor analysis, cluster analysis and chi-square test. The results reveal five dimensions of involvement—importance, interest, hedonic values, symbolic values and probability of mispurchase of product involvement. The study used involvement segmentation approach for categorizing personal care product customers and grouped them as–Unknowledgeable Unenthusiastic, Amateur and Knowledgeable Enthusiastic customers. Moreover profile of them also reveals significant differences across clusters with respect to demographic variables. The paper offers insights to marketers in framing marketing strategies to maintain and enhance the knowledge and enthusiasm of knowledgeable enthusiastic customers as well as to arouse the unenthusiastic customers. Therefore, it highlights the need to think about involvement as a specific product class phenomenon.

Keywords


FMCGs, Personal Care Products, Product Class Involvement, Family Buying, Indian Buyer

References