A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT
Autor(a) principal: | |
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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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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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1809277523656179712 |