A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT

Detalhes bibliográficos
Autor(a) principal: Sandhe, Dr. Ashutosh
Data de Publicação: 2015
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Revista de Administração de Roraima - RARR
Texto Completo: https://revista.ufrr.br/adminrr/article/view/2680
Resumo: The concept of product involvement is a relatively new concept. However, in recent times, lot of research has been carried out in this area. Marketers are trying to study buyer behavior based on their involvement with a product or service. In this research also, two contrasting product were selected representing two extreme levels of product involvement. A residential house which is a high involvement product and a toothpaste which is a low involvement product. Product involvement was found out for these products based on the factors determining involvement as propounded by Carmen Garcia et al. Further, correlation analysis was conducted to test the relationship between the factors determining product involvement separately for both the products and it was found that for residential house, there is a positive and significant correlation between all the factors. However, the same was not found for toothpaste. It was found that in case of toothpaste, the correlation between all the factors was low and insignificant. Thus, this differing mindset of buyers was observed which would be helpful for marketers while designing their marketing strategy for their products and services.
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spelling A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARATUM ESTUDO COMPARATIVO DE ENVOLVIMENTO DE PRODUTO EM GUJARAT, INDIAProduct InvolvementAffective LinkSearch and Information ProcessingSocial RelevanceSocial InteractionPurchase Purposeenvolvimento de produtovínculo afetivopesquisa e processamento de informaçãorelevância socialinteração socialfinalidade de compraThe concept of product involvement is a relatively new concept. However, in recent times, lot of research has been carried out in this area. Marketers are trying to study buyer behavior based on their involvement with a product or service. In this research also, two contrasting product were selected representing two extreme levels of product involvement. A residential house which is a high involvement product and a toothpaste which is a low involvement product. Product involvement was found out for these products based on the factors determining involvement as propounded by Carmen Garcia et al. Further, correlation analysis was conducted to test the relationship between the factors determining product involvement separately for both the products and it was found that for residential house, there is a positive and significant correlation between all the factors. However, the same was not found for toothpaste. It was found that in case of toothpaste, the correlation between all the factors was low and insignificant. Thus, this differing mindset of buyers was observed which would be helpful for marketers while designing their marketing strategy for their products and services.O conceito de envolvimento de produto é um conceito relativamente novo. No entanto, nos últimos tempos, muita investigação tem sido efetuada nesta área. Os profissionais de Marketing estão tentando estudar o comportamento do comprador com base no seu envolvimento de um produto ou serviço. Nesta pesquisa, também, dois produtos de contraste foram selecionados representando dois níveis extremos de envolvimento com o produto. Uma casa residencial, que é um produto de alta envolvimento e um creme dental que é um produto de baixo envolvimento. Envolvimento de um produto foi encontrado para fora para estes produtos com base nos fatores que determinam a participação, como proposto por Carmen Garcia et al. Além disso, a análise de correlação foi conduzido para testar a relação entre os fatores que determinam o envolvimento do produto separadamente, tanto para os produtos e verificou-se que para casa residencial, há uma correlação positiva significativa entre e todos os fatores. No entanto, o mesmo não foi encontrado para pasta de dente. Verificou-se que no caso da pasta de dente, a correlação entre todos os fatores foi baixa e insignificante. Assim, essa mentalidade diferente de compradores foi observado que seria útil para os professionais de marketing ao projetar sua estratégia de marketing para seus produtos e serviços.Universidade Federal de Roraima2015-07-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAdMapplication/pdfhttps://revista.ufrr.br/adminrr/article/view/268010.18227/2237-8057rarr.v1i1.2680Journal of Management of Roraima-RARR; Vol. 5 No. 1 (2015); 124-133Revista Administración de Roraima (RARR); Vol. 5 Núm. 1 (2015); 124-133Revista de Administração de Roraima - RARR; v. 5 n. 1 (2015); 124-1332237-8057reponame:Revista de Administração de Roraima - RARRinstname:Universidade Federal de Roraima (UFRR)instacron:UFRRenghttps://revista.ufrr.br/adminrr/article/view/2680/1630Copyright (c) 2015 Revista de Administração de Roraima - RARRinfo:eu-repo/semantics/openAccessSandhe, Dr. Ashutosh2015-11-03T15:42:55Zoai:oai.revista.ufrr.br:article/2680Revistahttps://revista.ufrr.br/index.php/adminrr/PUBhttps://revista.ufrr.br/adminrr/oairarr.ufrr@gmail.com||emersonclaytonarantes@gmail.com2237-80572237-8057opendoar:2015-11-03T15:42:55Revista de Administração de Roraima - RARR - Universidade Federal de Roraima (UFRR)false
dc.title.none.fl_str_mv A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT
UM ESTUDO COMPARATIVO DE ENVOLVIMENTO DE PRODUTO EM GUJARAT, INDIA
title A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT
spellingShingle A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT
Sandhe, Dr. Ashutosh
Product Involvement
Affective Link
Search and Information Processing
Social Relevance
Social Interaction
Purchase Purpose
envolvimento de produto
vínculo afetivo
pesquisa e processamento de informação
relevância social
interação social
finalidade de compra
title_short A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT
title_full A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT
title_fullStr A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT
title_full_unstemmed A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT
title_sort A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT
author Sandhe, Dr. Ashutosh
author_facet Sandhe, Dr. Ashutosh
author_role author
dc.contributor.author.fl_str_mv Sandhe, Dr. Ashutosh
dc.subject.por.fl_str_mv Product Involvement
Affective Link
Search and Information Processing
Social Relevance
Social Interaction
Purchase Purpose
envolvimento de produto
vínculo afetivo
pesquisa e processamento de informação
relevância social
interação social
finalidade de compra
topic Product Involvement
Affective Link
Search and Information Processing
Social Relevance
Social Interaction
Purchase Purpose
envolvimento de produto
vínculo afetivo
pesquisa e processamento de informação
relevância social
interação social
finalidade de compra
description The concept of product involvement is a relatively new concept. However, in recent times, lot of research has been carried out in this area. Marketers are trying to study buyer behavior based on their involvement with a product or service. In this research also, two contrasting product were selected representing two extreme levels of product involvement. A residential house which is a high involvement product and a toothpaste which is a low involvement product. Product involvement was found out for these products based on the factors determining involvement as propounded by Carmen Garcia et al. Further, correlation analysis was conducted to test the relationship between the factors determining product involvement separately for both the products and it was found that for residential house, there is a positive and significant correlation between all the factors. However, the same was not found for toothpaste. It was found that in case of toothpaste, the correlation between all the factors was low and insignificant. Thus, this differing mindset of buyers was observed which would be helpful for marketers while designing their marketing strategy for their products and services.
publishDate 2015
dc.date.none.fl_str_mv 2015-07-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
AdM
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revista.ufrr.br/adminrr/article/view/2680
10.18227/2237-8057rarr.v1i1.2680
url https://revista.ufrr.br/adminrr/article/view/2680
identifier_str_mv 10.18227/2237-8057rarr.v1i1.2680
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://revista.ufrr.br/adminrr/article/view/2680/1630
dc.rights.driver.fl_str_mv Copyright (c) 2015 Revista de Administração de Roraima - RARR
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Revista de Administração de Roraima - RARR
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Roraima
publisher.none.fl_str_mv Universidade Federal de Roraima
dc.source.none.fl_str_mv Journal of Management of Roraima-RARR; Vol. 5 No. 1 (2015); 124-133
Revista Administración de Roraima (RARR); Vol. 5 Núm. 1 (2015); 124-133
Revista de Administração de Roraima - RARR; v. 5 n. 1 (2015); 124-133
2237-8057
reponame:Revista de Administração de Roraima - RARR
instname:Universidade Federal de Roraima (UFRR)
instacron:UFRR
instname_str Universidade Federal de Roraima (UFRR)
instacron_str UFRR
institution UFRR
reponame_str Revista de Administração de Roraima - RARR
collection Revista de Administração de Roraima - RARR
repository.name.fl_str_mv Revista de Administração de Roraima - RARR - Universidade Federal de Roraima (UFRR)
repository.mail.fl_str_mv rarr.ufrr@gmail.com||emersonclaytonarantes@gmail.com
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