SATIN ALMA DAVRANIŞINDA İLGİ VE DÜŞÜK İLGİLİ SATIN ALMA DAVRANIŞINA YÖNELİK REKLAM STRATEJİLERİ

Yıl 1999, Cilt: 2 Sayı: 12, 17 - 23, 10.06.1999

Aypar Topkara Uslu

https://doi.org/10.14783/maruoneri.685100

Öz

Most marketing studies have been devoted to sîtıatior. requiring complex decision making or brand loyalty. Such situally assume the consumer is involved in the purchase, but actually most purchase decisions are low in consume involvement. Tlıis study focuses on purchase decisions in which the consumer is not highly involved. The importons of a involvement perspective is considered flrst. Next, consumer decisions are classified by level of product involvement purchase behavior are described. Strategie implications of high versus low involvement situations are considered, with spécial emphasis on advertising strategy.

Anahtar Kelimeler

İşletme, Reklam, Satınalma

Kaynakça

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