Ever wondered why you buy what you buy? This presentation dives deep into the fascinating world of consumer involvement and satisfaction! Uncover the secrets of how consumers engage with brands and what makes them tick. We'll explore: The psychology behind involvement: Why do some purchases feel like climbing Everest, while others are a quick grab-and-go? ️ The power of satisfaction: How happy customers become your biggest brand champions. Actionable strategies: Learn how to tailor your marketing and service to keep customers coming back for more! ✨ Get ready to: Boost your marketing ROI Build unshakeable customer loyalty Unlock the full potential of your brand

1. Understanding How Consumers Engage with Products
CONSUMER
ENGAGEMENT

2. CONSUMER
ENGAGEMENT
Consumer involvement refers to the level of
interest, importance, and perceived risk a
consumer associates with a purchase decision.
By understanding consumer involvement,
marketers can develop more effective marketing
strategies.

3. Typesof
Consumer
Involvement
HighInvolvement
Applies to significant
purchases like cars , homes,
or wedding jewelry These
involve high perceived risk and
require extensive research,
brand comparisons, and
emotional connection.
LowInvolvement
Applies to everyday purchases
like milk , bread , or laundry
detergent These involve low
perceived risk and are often
made quickly with minimal
thought or comparison.

4. Emphasize brand heritage, safety
features (Volvo car safety
campaigns), and customer
testimonials.
HIGHLIGHT BRAND
TRUST
02
Create detailed product brochures,
informative websites, and leverage expert
endorsements (cricketers endorsing Hero
MotoCorp bikes).
01
Use storytelling, celebrity
associations (Alia Bhatt for
Manyavar), and aspirational
imagery to create a desire for the
product.
EMOTIONAL
CONNECTION
03
MARKETING
STRATEGIES
BASED
ON
FOCUS ON INFORMATION
High
Involvement

5. Utilize limited-time offers (Flipkart
sale) and bundle deals (Buy 1 Get
1 Free on Fair & Lovely) to
incentivize purchase.
PRICE PROMOTIONS
AND DISCOUNTS
02
Use bright colors, clear messaging
(Parachute coconut oil's packaging), and
impulse-buy triggers to grab attention at the
point of sale.
01
Make products readily available
(extensive distribution network of
Coca-Cola), highlight time-saving
benefits (Maggi 2-minute noodles),
and offer easy online ordering
options.
FOCUS ON
CONVENIENCE
03
MARKETING
STRATEGIES
BASED
ON
CATCHY PACKAGING
lOW
Involvement

6. Examples of low involvement
decisions include buying a
gallon of milk, a loaf of bread,
or a pack of gum.
03.
LowInvolvementDecisionMaking
Low involvement decisions
are made for products
perceived as low in risk and
importance.
01.
Consumers often make low
involvement decisions quickly
and with little thought.
02.
CONSUMER
ENGAGEMENT

7. UnplannedPurchase
Behavior
Unplanned purchases are purchases that are
made on the spot, without any prior planning.
Unplanned purchases can be triggered by
various factors, such as seeing a product on
sale or being influenced by marketing or
advertising.
Unplanned purchases can be a significant
source of revenue for businesses.
CONSUMER
ENGAGEMENT

8. CONSUMER
ENGAGEMENT
TheoryofLow
Involvement
Low involvement theory
applies to situations where
neither the performance nor
the image of a product is
very important.
Consumers have a
vague or shallow
impression of low
involvement
products.
Low involvement products
are typically readily
available and have low
perceived risk.

9. CONSUMER
ENGAGEMENT
cUSTOMER
SATISFACTION
Customer satisfaction is the lifeblood of
any business, and in a competitive
market like India, it's even more crucial.
It refers to how well a company's
products or services meet the
expectations of its customers.

10. CONSUMER
ENGAGEMENT
cUSTOMER
SATISFACTION
Importance of
Satisfied customers are more likely to become loyal
brand advocates. They'll repurchase your products,
recommend them to others, and contribute to
positive word-of-mouth marketing.
BrandLoyalty&RepeatBusiness
Loyal customers translate to consistent revenue
and pave the way for business growth. Flipkart is a
leading e-commerce platform. They've gained
customer trust and a larger market share by
focusing on a smooth buying experience and timely
deliveries.
IncreasedRevenue&Growth
When customers are happy, they share positive
experiences online and offline. This builds a strong
brand image, attracting new customers for
companies
PositiveBrandImage

11. CONSUMER
ENGAGEMENT
cUSTOMERSATISFACTION
01
Product Quality & Value
Factors influencing
Indian consumers are value-
conscious. Brands like Hindustan
Unilever (HUL) offering a range of
products at different price points
ensure quality across segments,
leading to customer satisfaction.
02
Customer Service
Prompt, helpful, and courteous
customer service is vital. ITC's
(Indian Tobacco Company)
customer care ensures quick
resolution of cigarette-related
queries, keeping customers
satisfied.
03
Price & Value for Money
Competitive pricing and
perceived value for money are
crucial. Big Bazaar, a hypermarket
chain, focuses on offering
everyday essentials at
competitive prices, leading to
customer satisfaction.
04
Brand Trust & Reliability
Indian consumers value trust.
MRF Tires, known for their
durability and safety, have built
trust over decades, leading to
customer satisfaction.

12. CONSUMER
ENGAGEMENT
SatisfactionLevels
Strategies for Maintaining High
Gather Customer
Feedback
Regularly collect feedback through
surveys, reviews, and social media
interactions. Titan Eyeplus, a
leading eyewear brand, actively
seeks customer feedback on
product design and store
experience to improve satisfaction.
Act on Customer
Feedback
Address customer concerns
promptly and transparently.
Zomato, a food delivery platform,
uses feedback to improve
restaurant listings and delivery
services, leading to higher
customer satisfaction.
Personalize the
Customer Experience
Offer customized solutions and
recommendations. Nykaa, a beauty
e-commerce platform, uses
customer data to suggest
personalized beauty products,
enhancing the shopping experience
and satisfaction.
Invest in Employee
Training
Train employees to deliver
exceptional customer service. Taj
Hotels, known for its hospitality,
invests heavily in employee
training, ensuring a consistently
high level of service and customer
satisfaction.
By focusing on these factors and strategies, Indian brands can create a loyal customer base
and achieve sustainable growth in a competitive market. Remember, satisfied customers are
the best brand ambassadors!

13. CONSUMER
ENGAGEMENT
In the dynamic Indian market, customer
satisfaction is not a luxury, it's the
foundation for success. It's about
building trust, like building a strong Taj
Mahal - brick by brick, interaction by
interaction. Satisfied customers become
your loyal ambassadors, spreading the
word far wider than any marketing
campaign
Ratan Tata
Former chairman of Tata Sons,
and the iconic Taj Mahal

14. For being patiently listening to the presentation
CONSUMER
ENGAGEMENT