Buy an essay: Marketing and Marketing Strategy

Nowadays, marketing strategy is a key to the successful promotion of the products. High involvement product is the clothes for a special occasion. High involvement products are the products for which the buyer is prepared to spend considerable time and effort while searching for them, as stated in Low or High involvement. The clothes for a special occasion are the kind of product that is important for the upcoming events in life, where it is necessary to look beautiful and official, and also properly dressed.
Low involvement product is the clothes for ordinary wear. Low involvement products are the products, which are bought often and with minimum efforts, as they are not so important and they do not have a considerable impact on the consumer’s lifestyle, as stated in Low-Involvement Products. That is why the clothes for ordinary wear are not so important, as the main importance is for them to be comfortable, but no necessary beautiful or special.
When buying the high involvement product – the clothes for a special occasion, it was difficult to make the right decision, as there were many options to choose from and the event would be very important, that is why the clothes had to be special and unique. The purchase decision process was tough and nervous. I had to investigate advantages and disadvantages of this high involvement product and I have been choosing it very carefully. I had to use both emotional and rational qualities to choose the best I could.
And when I was choosing the low involvement product- the clothes for ordinary wear, the process seemed much easier, and more fun. That happened because there was no fear that the clothes would not meet somebody’s expectations and that they would be inappropriate or of a bad taste. Every day clothes are meant to be comfortable and inexpensive, as the main thing for a person is to feel confident. I was choosing this low involvement product emotionally, as it was a relaxing time to shop for the clothes for ordinary wear.
Consumer Buying Behavior determines the way people choose what to buy, how to do it and what will be the result. This is the decision making process that includes the influence of different factors. As a fact, the buyer’s mind is a “Black box”, which includes beliefs, values, attitudes, learning, needs, motives, lifestyle, perception- they are internal influences. The decision-making process consists of problem solving, purchase, post purchase, evaluation, information search and alternative evaluation. External factors that influence the buyer’s mind are demographic, economic, situational, social and the lifestyle. Marketing mix includes product, price, place and promotion. External factors can act as the stimulus for the buyer’s behavior. And consumer’s personal characteristics and decision-making will determine the final decision of the buyer. The “black box” model is called that way, because it is difficult to predict what is happening in the buyer’s mind, what exactly influences his final decision, which factors or situations are responsible for that. Consequently, as it is not found out what is happening in the person’s mind that is why it is called “black box”. It is known that there are major internal influences and the major steps in the decision-making process when the buyer is deciding what t do, but there is no data about the way he uses them and how a person transforms the information. It can be described as Stimuli->Transformer-> Responses.
The types of consumer buying behavior are determined by the importance of interest in the product, by the level of involvement in the purchase decision. As well, the level of person’s involvement determines why he is motivated to buy certain products, why he is doing the research, why he chooses one type of the brands, but not the other. Also, buyers use their own approaches to make the final decision, relying of their inner thoughts and motives that determine how important the product will be in their life and what priorities the buyer has.
As a fact, marketing inputs have considerable influence on the consumer, as well as the psychological inputs, which include culture, attitude, learning and perception. And then, the consumer makes his final decision based on all these factors, which lead to the purchase decisions: product choice, location choice, brand choice and other choices. As a fact, the psychology of each individual is different, and after analyzing all the advantages and disadvantages of the product, the buyer chooses what he prefers and finally makes his choice. As a rule, if a marketer can identify the focus and the consumer behavior, then he will have more chances to promote him the products from the targeted group along with the additional services. Marketing is about satisfying the needs, and when it is working properly, and then each consumer feels special, has enough attention and service and remains a loyal customer of the brand.