Involvement of an enterprise-consumer in the decisionmaking process: approaches, definitions, factors and structure of formation
Journal Title: International Marketing and Management of Innovations - Year 2016, Vol 0, Issue 0
Abstract
Study and systematization of approaches to the definition of the notion of “involvement” and its types, development of involvement level formation structure, definition of the place of the involvement components during the process of a decision making by the organization-consumer is the aim of this work. According to the aim, the available basic approaches to the definition of the involvement category within the system of promotion of industrial innovative products are arranged in the paper as follows: the motivational approach, where the aspect, to which the main attention is paid, is personal motivation of a customer (including internal, external and general motivational approaches, which show the dependence on internal, external factors or on combination of factors); the expensive approach, where the attention is paid to the total expenses of the customer for purchasing and the approach, according to which an involvement is considered as a direction on communication. The main properties of involvement are determined: intensity, direction and stability. Existing approaches to the classification of involvement types are synthesized in a general classification of types according to the features: a source of involvement, an object of involvement, intensity, stability and base of information processes. Classification of involvement is supplemented with involvement by marketing incentives (involvement with communication, product, price, and sale policy) and a combination of types (involvement as reaction). Classification of types of involvement is extended according to the base of information processes by the notion of “conative involvement”, by the science-based definition of conative involvement as a degree of personal relevance of a message that determine the behavior of a customer. Classification is also supplemented by the peculiarities of display of different types of involvement of the enterprises-customers on a machine building market. On the basis of justification of the involvement focus formation conditions we determined it as the involvement target object depending on the sources. Systematization of factors of formation of companies-customers involvement level is developed. The place of involvement components in decision-making process by enterprises-customers is defined. The theoretical and methodological basis of the research is a modern concept of marketing innovation, experts research papers.
Authors and Affiliations
Olga Prokopenko, Mariia Troian
Keywords
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- EP ID EP231639
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