Bc Individual Paper for Sui Xin

隋鑫 （XIN SUI - 14GA）

Interviewee: Mrs.Sui, college Students, independent personality, fashion follower

Low involvement products: yogurt

Through the interview, summed up the characteristics when the purchase of low involvement products of yogurt. Mrs. Sui usually buy the most recent popular advertising products or star product; sometimes also will try new taste; there is no fixed brand prefer ;the decision-making process is simple; there is no clear idea before buying such as which brand or what kind of taste; when arrive supermarkets or convenience stores, randomly selected from the shelf which usually from the most convenience shelf position ; if see the advertising star product then directly choose it; sometimes in import food supermarket, she also will try to packaging cute and novel Korean brands. Because the low price, you can buy freely and try different taste. After all, there is no big lost when buy the wrong product. Different brand homogeneity is very strong. So every time after eat, there is no brand to leave a particularly good drink or difficult to drink in the impression. The price range is generally overlap, so it doesn't think different brands of the price difference. If you catch the supermarkets such as tie-in sales, price discounts, gifts, on-site taste promotional activities, directly will select promotions.

Low involvement products have the following characteristics:

1. There is no big difference between the low involvement brand function. Brand is very similar.

2. The consumer to buy a certain brand just out of a habit, rather than brand loyalty, brand loyalty consumers of low involvement goods is quite low who especially easy to rout

3 Purchase behavior is very simple which is generally I want to buy and there is what I buy ; only these two processes.

4 Commodity prices are generally relatively low. The consumer are indifferent when spend this kind of small money, even bought the wrong does not...