Question

Question 2: 250 words

1. According to Blackwell et al. (2005), five roles performed in buying, apply these five roles to a real life example that you encountered.

                                                                       

2. By using a real life example distinguishing between high & low involvement situations.

Answer 1

Question 2 A. Five roles performed in buying as applied to a real life example of purchasing a house. The roles are of initiator, influencer, decider, buyer and end user.

In purchasing of house, the initiator is housewife who suggests buying of the house. Influencer is a friend who tells about the options for buying the house. Decider is father who approves of buying the house, buyer is self who is responsible for finalising the deal. User in this buying situation is family who stay in the house.

A. Example of a high involvement situation is purchasing a car. The purchase has the buyer more involved as its financial value is high and it is associated with the personal status of the buyer. Example of a low involvement purchase is toothpaste. It is a low involvement purchase as it has low value and it is purchased as a habit by the buyer.