Abc Stories

2. How many respondents (in percentage) exhibit high and low/medium involvement with regard to the oral care category, and express high/low cognitive and affective associations with regard to each of the brands? How are the involvement levels associated with each of the brands?

• High involvement and Low involvement consumers in Oral care category

• Cognitive (knowledge) and Affective (Like or dislike) associations w.r.t each category

Interpretation:

• 92% of the consumers had knowledge about Niche: Problem solving category therefore they have high involvement level.
• The attributes that this brand possesses in the form of preventing cavities, providing healthy teeth, protecting the teeth from pain, etc. coincides with what the consumers believed in the product to offer.
• 56% of the consumers belonging to Overall oral care category believed that the attributes in the form of healthy teeth, keeping the gums healthy, preventing from categories, giving dazzling smiles, etc. possessed by this brand coincides with what they had expected of it and therefore they had high involvement in this category.  
• 64% of the consumers each in Freshness and Herbal category brand were highly involved with category as the average involvement level in both the categories was above 3 on the Likert scale of 1 to 5.
• 56% of the Herbal category consumers have low affective belief which might be attributed to the fact it is not recommended by the doctors much, not used by experts

3. How does low category involvement affect brand attitude? Explain the inconsistency in those instances where brand attitude overwhelms category involvement.

• Low involvement consumers are the one who are buy the product on routine basis and are not concerned over the functional benefits of the product.
• They rate the product high on emotional benefits rather than the functional benefits
• When there is a low involvement in the category, then attitude itself will be a poor predictor of subsequent behavior

From exhibit 5, table 1 it can be observed that the involvement level with categories such as Freshness, Herbal and Overall oral care gets an average score between 3-3.5 on the scale of 1 to 5 which indicates a medium involvement consumers while Niche category involves high involvement consumers giving an average score 3.8

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