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why involvement has been regarded as a central construct within consumer behaviour theory and is it...

why involvement has been regarded as a central construct within consumer behaviour theory and is it still useful for marketers?.

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Involvement is an individual difference perceived in consumer behavior and in their decision-making process. With the help of involvement, consumer behavior researcher or market researcher can distinguish their customers into three groups - Low involvement, moderate involvement, and high involvement group and come up with the different strategies which specifically target to an individual group. Due to this differentiation companies can target their potential customers, can provide customized products/solutions for their new customers according to their requirements, and can also increase their consumer base. In simple words, involvement is a way to reach out to the existing and potential consumers of their products. Marketers still use this strategy to increase the market share of their company by increasing the consumer base of their products.

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