Posted in Marketing and Strategy Terms, Total Reads: 200
Definition: Low Involvement Hierarchy
Low involvement hierarchy is a part of an advertising model where some products require low involvement from the consumer as they are taken through the process of awareness, knowledge, liking and then finally a purchase. Now for products that require a low involvement from the consumer can be those products where the consumers are not that brand sensitive and the products are required in certain situation/need.
For example:- A cold medicine where the user requires the product in certain needs, the company should make the user aware about their product and the benefit whether it is with respect to price or with respect to quality. The company should not try to associate the person with the brand but differentiate its product in the eyes of the user by telling the benefits of the products.
Hierarchy of Effects is an advertising model which suggest that every buying process goes through hierarchy where the consumer goes through the process of Awareness & knowledge then to liking & preference and finally a purchase intent.
For every brand the first stage is about awareness and knowledge wherein the consumer is given a feel of the brand. So the process should go about taking the target market into mind because the message should be accordingly framed. Then the next stage of liking and preference is about forming the perception and shaping the attitude of the buyer. One think that needs to be understood is that the no. of customer keep reducing for each stage of the process as there will be fewer buyers who are targeted and hence the process is called Hierarchy of Effects.