Abhigyan

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

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
     

   Subscribe/Renew Journal


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
User
Subscription Login to verify subscription
Notifications
Font Size

  • Dimanche, D. F., Havitz, D. M. E., & Howard, D. D. R. (1993). Consumer involvement profiles as a tourism segmentation tool. Journal of Travel & Tourism Marketing, 1(4), 33-52.

  • Dimanche, F., Havitz, M. E., & Howard, D. R. (1991). Testing the involvement profile (IP) scale in the context of selected recreational and touristic activities. Journal of leisure research, 23(1), 51-66.

  • Engle, R. W., Nations, J. K., & Cantor, J. (1990). Is "working memory capacity" just another name for word knowledge? Journal of Educational Psychology, 82(4), 799.

  • Evrard, Y., & Aurier, P. (1996). Identification and validation of the components of the person-object relationship. Journal of business research, 37(2), 127-134.

  • Guthrie, M. F., & Kim, H. S. (2009). The relationship between consumer involvement and brand perceptions of female cosmetic consumers. Journal of Brand Management, 17(2), 114-133.

  • Houston, M. J. and Rothschild, M. L. (1978). Conceptual and Methodological Perspectives on Involvement, In: Hunt, H. K. (ed.). Advances in Consumer Research 5, Ann Arbor MI: Association for Consumer Research, 184-187.

  • J. F. Engel, D.T. Kollat and R.D. Blackwell (1973). Consumer Behavior. 2nd ed. New York: Holt, Rinehart and Winston, Inc.

  • Kapferer, J. N., & Laurent, G. (1993). Further evidence on the consumer involvement profile: five antecedents of involvement. Psychology & Marketing, 10(4), 347-355.

  • Kim, H. S. (2005). Consumer profiles of apparel product involvement and values. Journal of Fashion Marketing and Management: An International Journal, 9(2), 207-220.

  • Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356.

  • Lakshmi, P. V. (2011). Purchasing Involvement: A Potential Mediator of Buyer Behaviour. Petroleum gas university of Ploiesti, Bulletin Economic Science Series, 63(2).

  • Laurent, G., & Kapferer, J. N. (1985). Measuring consumer involvement profiles. Journal of marketing research, 22(1), 41-53

  • Martin, C. L. (1998). Relationship marketing: A high-involvement product attribute approach. Journal of product & brand management, 7(1), 6-26.

  • Michaelidou, N., & Dibb, S. (2006). Product involvement: an application in clothing. Journal of Consumer Behaviour, 5(5), 442-453.

  • Michaelidou, N., & Dibb, S. (2008). Consumer involvement: a new perspective. The Marketing Review, 8(1), 83-99.

  • Mittal, B., & Lee, M. S. (1989). A causal model of consumer involvement. Journal of economic psychology, 10(3), 363-389.

  • Quester, P. G., & Smart, J. (1996). Product involvement in consumer wine purchases: Its demographic determinants and influence on choice attributes. International Journal of Wine Marketing, 8(3), 37-56.

  • Richins, M. L., Bloch, P. H., & McQuarrie, E. F. (1992). How enduring and situational involvement combine to create involvement responses. Journal of Consumer Psychology, 1(2), 143-153.

  • Rothschild, M. L. (1979). Marketing communications in non business situations or why it's so hard to sell brotherhood like soap. The Journal of Marketing, 43(3), 11-20.

  • Slama, M. E., & Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. The Journal of Marketing, 49(1), 72-82.

  • Szybillo, G. J., & Sosanie, A. (1977). Family decision making: Husband, wife and children. Advances in consumer research, 4(1), 46-49.

  • Traylor, M. B., & Joseph, W. B. (1984). Measuring consumer involvement in products: developing a general scale. Psychology & Marketing, 1(2), 65-77.

  • Verbeke, W., & Vackier, I.(2004). Profile and effects of consumer involvement in fresh meat. Meat science, 67(1), 159-168.


Abstract Views: 361

PDF Views: 0




  • Involvement Dimensions in Family Buying of Personal Care Products Sakshi Sharma

Abstract Views: 361  |  PDF Views: 0

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