Customer behavior
The buying decision on low involvement products satisfies the lower segment of Maslow’s hierarchy of needs since they are easy to comprehend. While buying these products, customers hardly have the time to think about the purchases as they have a preferred brand for the product. Since these purchases are routine and are not of great importance for the buyer, the financial, social, and psychological risks are insignificant. In this case, the customer does not look for any further information about different brands or consider the alternatives.
Since low-involvement decisions are made in a traditional marketing environment, they are more dependent on sales marketing to influence the purchases of a consumer. However, less content is the best for these products as the customer does not need much information to make a purchase. The best idea to change the customer’s preferred brand is to ensure that the customer is made aware of the availability of your brand and its quality. The marketing of such products should be traditional such as using displays, product descriptions, radio, and television. Besides, the most effective strategy to market it should be integrated marketing. This means that all marketing agents should be used at the same time since the main aim is to reverse the decision of the consumer. Once customers see a product everywhere, it has a strong cognitive dissonance on them, making them eager to try the new brand.
In addition to integrated marketing, I would also recommend the strategic position of the products in the outlets and retail stores. This would ensure that it catches the eyes of the buyers every time they go to the store, creating an urge for them to try it. The product should be available in most stores to avoid disappointing customers. The prices of the product should also be made affordable to the target market and consider sales promotions such as discounts as this would increase its demand.