Eric, Santosa HIGH AND LOW INVOLVEMENT PRODUCTS: FROM THE PERSPECTIVE OF THE MULTISTAGE PROCESS MODEL. IJER.
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Abstract
The low-involvement products concept suggests that consumers who want to buy particular products do not need much time, consideration and efforts to make a choice. The likely spontaneous decision is in opposite of the high-involvement products concept, which needs a longer way. While the concepts are widely held among scientists, the memory based concept arises new paradigm, ignoring the short or long attempt to make a decision. The purpose of the study is to examine whether in a multi-stage process model the both concepts are still relevant. The study is carried out through experimental design, particularly within subject. Data are analyzed by percentage analysis, dummy regression and logit model. The results show that whatever the product should follow particular steps in accordance with the multi-stage process model.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Jati Sasongko Wibowo |
| Date Deposited: | 21 Oct 2019 06:37 |
| Last Modified: | 21 Oct 2019 06:37 |
| URI: | http://eprints.unisbank.ac.id/id/eprint/5421 |
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