Product Involvement

Posted in Marketing and Strategy Terms, Total Reads: 4509

Definition: Product Involvement

It is the extent of consumers’ interest and effort put in for purchasing of a product or brand.

Product involvement, quite intuitively, can be of two types:

1. Low

2. High


High: Product involvement by customers is high for products that customers perceive to be highly valued i.e. may have a higher cost or may have long term benefits and bought after careful consideration. For example, a car would be a high involvement product as it is expensive and bought after much research.

Low: On the other, low involvement products are those that are bought on a day-to-day basis and become more of a habitual buy. These products are generally cheaper and do not call for in depth research. For example, a toothpaste tube would be a low involvement product for general masses as it is bought in fixed intervals (say every month) and does not cost huge sums of money.


Hence, this concludes the definition of Product Involvement along with its overview.


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