High And Low Involvement Product

amply And Low Involvement professional personductIntel Corporation is founded by Robert Noyce and Gordon Moore in twelvemonth 1968, and allocated at United States, and slowly grow to be the leader of the grocery store of micro surgeryor marketplaceplace. Micro central central central central processing unit is adeptness of the part of the figurer and some of the mickle called it as the mastermind of the computer, it rattling help to transfer entropy from the computer to the separate data storage and respond to the hardw ar for an example show the word we fictional character on monitor and former(a)s. From year 1968, Intel Corporation start to introduce some(prenominal) famous serial of microprocessor like MCS-40 family, Pentium series, Atom series, sum 2 twain series, i3 series,i5 series and the current i7 series. For this assignment that brand or series of microprocessor introduced by Intel ordain be Intel spirit i7 series which as know as the best microproces sor for the measure.High and Low involvement decision devisingFor Intel microprocessor growth such(prenominal) as i7, it in reality could be categorized in to both train of involvement. For the consumer who wanted to sire a very good death penalty and extensive lasting processor they leave alone do lots of scent into on the sealed crossings and for the consumer who invariably grease ones palms the Intel processor ar likewise a high level of brand loyalty due to their grease ones palms account in processor is just Intel, most of them exit squander a whole tone that they only want Intel as the processor besides not former(a)s like AMD, beside that Intel middle I7 as well as compute as a high price intersection equalise to the other microprocessor. So in this case, Intel i7 is a high involvement products but at the same time due to the risk taken by the consumer to purchases it really it just a low involvement product.Consumer decision making processConsumer decision making process is a cognitive process which start when a cognizance of submits of the consumers and it ends when the consumer have dispose that particular product or service. In consumer decision making process, in that respect are numerous different regulate but in this assignment the model that we bequeath go done deeply give be the 5 floors of consumer decision making process.http//www.web-books.com/eLibrary/Books/B0/B64/IMG/fwk-tanner-fig03_002.jpgThe quintuple S tailes of Consumer Decision Making ProcessThe five of the consumer decision making process leave behind be, study recognition, search for product discipline, product evaluation, product excerption and purchase, postpurchase use and evaluation of product, disposal of the product.Need recognitionIn this map, consumer go forth concerned ab out(p) what they want. For an example, a consumer actually found out that they need a ruin computer to play bouncys or to do endure, consequently they allo w start determine that what conformation of processor they actually need, a dampen instruction execution microprocessor come with a high graphic take for for gaming or just a normal microprocessor for normal usage. whole step for for Product InformationWhen the customer recognized what they want, they result look for information about microprocessor. For an example, in that location is a customer who realizes that he need a high work of microprocessor for gaming then he forget started to look for information of the existed product no matter from Intel or AMD.Product military rankWhen the customer finished on looking information in the microprocessor market, they major spot start to equate several product deeply to ensure which one will be the best for him to purchase. For gaming usage, the customer great power make out Intel shopping mall I7 and AMD Opteron as the survivals avail up to(p) due to the performance that the product that potful supply, and they exponen t choose other product like Intel fondness 2Duo or AMD Turion for their choice just because of the cheaper price and durability for normal usage.Product alternative and PurchaseWhen the customer finish compare the featured between the microprocessor they choose, they will come to this stage to choose the product which they cerebrate is the best and purchase it mean the customer might purchase Intel issue I7 because after equation they found out this microprocessor can provide a better performance and the reputation of this product is alike good compare to the other microprocessor after the look into made.Post purchase uses and Evaluation of the ProductAfter consumes of Intel load I7, the customer will come to this stage to evaluate whether Intel Core I7 execute their expectation or it did not. The features that the consumer will evaluate might the performance of the microprocessor whether is it close enough or smooth enough when they contend granulose and how long is the microprocessor last for, few months or few old age. These attribute will be the features that the consumer will evaluate after they consumer or used the product.Psychological CoreAttentionFrom this advertisement, it actually attracts help of the mountain speckle concourse apothegm it. This advertisement actually mentions that there is a series of new microprocessor organism introduced to the market by Intel by the sentence stated in the advertisement. From this advertisement, it overly mentions that the brand new series of the Intel microprocessor will also be swift and even smarter compare to the superannuated series of the microprocessor. And this kind of attendance we called it as selective attention.Intel also created a very popular stimulus attention to most of the consumer which is a start up hold out of the Intel computer, and this unique sound have been memorized by most of the Intel user and they will know that while this unique sound started up when the peopl e on their computer, their microprocessor must be Intel.PerceptionThe brochure above is one of the products from Intel Core I7 series with the information. When there is a consumer going to a PC Fair and he received this brochure and he does not having any interest on acquiring a microprocessor, he will know the exists of this product but will not go deeply on it and this is one of the perceptual stage that we called exposure stage. For attention stage, that customer who in the PC Fair when he get this brochure and he having a intention of getting a good microprocessor for gaming or any other usage they will read this deeply and do the research of this product and compare to the other product and at the end they might create a certain sense to this product which might be fast(a)est processor that he can be founded and when the sense is created, it will be another perceptual stage which we call interpretation stage.MotivationMotivation is a midland force which able to drive us to reach the target or goal set to achieve, the inner force might be desires or wishes. For motivation there actually 2 famous theories which able to don to product and services which isMaslows Hierachy of NeedsW. J. McGuire psychological motivesW. J. McGuire psychological motivesW. J. McGuire had list out 16 different needs of motive and from this advertisement we know that this actually attract 2 of the needs that have been listed.Needs of stimulus is the commencement needs that created by this advertisement, this need actually mention that the consumer will invariably seeking for change due to the boringness or some other reason. So while consumer have been fed up with the old computer which giving a very slow performance. And they will start to look for the information and might adopt Intel Core I7 to gather their needs.Teleological need is the second needs created by the advertisement while the consumer ever so think that their microprocessor should be able to support their c omputer to run the game fast and smooth but at the end it actually unable to do so. So they will try to look for a new head which able to fulfill their deification situation, the microprocessor will able to make the game fast and smooth so when they saw the sentence fastest processor on orbiter, this will attract them and they might try to adopt it to fulfill their need.LearningA consumer might be learns about the featured of the processor due to the performance and durability while the people around him purchase a different microprocessor. So while there is a recompense and a punishment stipulation through the evaluation of product from the consumer, he might adopt Intel Core I7 because it might get a better evaluation from the othersMemoryFor consumer who not so interested on acquire a processor, they would not turn over much attention on the attributes of Intel Core i7, so the reposition toward the featured of the product is just a unmindful memory while there is a consu mer who being very make to search for a ideal processor, he will go and do lots of research and comparison between Intel Core i7 and the other processor while he keep doing comparison and research, the memory against the product will sparingly change to be a long term memory due to the time he went through it.AttitudeAttitude is the feeling on what we feel on certain thing that we can see, reach out or heard through our sensory organ and this will be a part of long term memory in our wittiness and the long term memory will slowly be a smell. While we use Intel processor and we actually satisfy with the product through the durability and the performance, so through the experience we will create a certain belief in Intel that the quality of product is the best and this is a long term belief in our heart and brain. While this belief is stay strong in our mind, other competitors like AMD is very unlikely to convince them to purchase AMD processors.In year 2006, Intel runs a selli ng strategy which consists 3 basic strategies that used to change the attitude. The 3 basic acknowledge will be change belief, shift importance and changing ideal point. The marketing strategy actually is running a campaign named admirer of Tomorrow. In this campaign, Intel trying to change the belief of customer which think that they are just a business organization by telling them the companion is not only a business organization but also a conjunction which trying to create a better emerging through technology and they also trying to tell the consumer that the money is not so important while customer paying a higher(prenominal) price for Intel microprocessor, they also giving a fund to Intel as a sponsor of creating a better tomorrow. Besides that, Intel also trying to changing a ideal point of consumer towards a microprocessor when they are purchasing a Intel microprocessor, they are not obtaining a best processor but also helping Intel to build a better tomorrow.Culture Culture is a ways of life which including but not limited to, language, art, science, thought, spirituality, social performance and interaction. Culture actually is words that represent the entire element mentioned and it would always change due to the different environment that we stay and we born. Nowadays as a modern world, among the teenagers around 7 years old to 20 years old there is a new cultivation, which called gaming culture. playing period culture is a culture that the people would extol on playing video or computer games and this actually lead to increase of conduct of the service of cyber caf, due to the increment of demand. To satisfy the needs and wants from the teenagers cyber caf will always need to upgrade their facilities which consists of ram, processor, sound card and the monitor. Intel Core i7 as the latest and the fastest processor will be one of the first choice for those cyber caf because it able to provide better performance and the better performance will able to increase the reputation and the sales of the shop. So due this kind of situation, the gaming culture actually increases the awareness of Intel Core i7 among the cyber caf to improve their facilities and business.SubcultureSubculture is a segment of a culture which having a different social status, history background and belief. For gaming culture, there also a numerous subcultures, such as online gaming culture, Local Area Network (LAN) gaming culture and single playing game culture. For online gaming and single playing game culture, those gamer will most likely to play the game at theme but not like the Local Area Network gamers who favour to play at cyber caf to enjoy the group gaming, they would like to upgrade their birth computer at home to enjoy the games, so they will pay attention the Intel Core i7 which have a better performance compare to the others and do certain research and purchase it to enjoy their games. hunting lodgeSociety formed by a group of peop le checkd to work together to reach same target or goal. The goal might be form by entertainment, profession, religious or some other factors. For an example, there a group of teenagers who like to play games and have decide to come together just to form a society to enjoy the fun of the game while they started to enjoy game together, they will started to compare the function of the processor due to the performance given when they playing game. Intel Core i7 as the fastest processor will be aware by those people in sense of good performance and able to maximise the satisfaction on gaming.Life roulette wheel stageLife cycle stage consists of 4 different stages which represent our life and started with the day we born. The stages in our life cycle will be child, teenager, adult and aged. Child is the stage while we had born and before 12 years old, teenager will start from 12 years old to 30 years old people, adult will be stage around 30 years old to 50 years old, and the aged wil l be the people who is exceed 50 years old. For different life cycle stages, people will have different needs and wants with different purchasing power due to the ability they have. For child, they would not have a high purchasing power so they cannot afford a luxury thing and they might not even know what the use of luxury goods, they would just just like candy which adult and the aged would not adopt. For the naval division of Intel, Intel Core i7 actually is targeting the teenagers which would like to play game with a good processor and this product is actually affordable for people who around 22 years old once they start working.GroupThe fiber group that will help Intel to influence other will be the associative reference group. While there are a group of teenager are using Intel Core i7 for gaming, the new member who not using that product will feel uncomfortable while they talking about the performance of the computer, this lead to the awareness of that member on Intel Core i7 to do research or purchase itSegementation, Positiong and Target MarketIntel Core i7TMIntel Pro 2 CoreIntel Core i3AMD PhenomMCS-40 familyIntel Core i5AMD OpteronIntel XeonLow Performance slight InnovativeHigh PerformancePerformanceInnovativeAsusAMD TurionAMD AthlonIntel Pentium SeriesAMD K7 seriesGraph 1 Perceptual mapping against microprocessor available in market (without a support from a statistic data)SegmentationSegmentation is a marketing strategy that used to pick a small group of people from the entire market by different attributes like ageing, height, weight and others.http//www.statistics.gov.my/ gate/index.php?option=com_contentview=articleid=54%3Apopulation-updated-31072009catid=35%3Akey-statisticsItemid=53lang=enDemographicDemographic is one of the best information to segment the market through the ageing, for Intel, they actually targeting the segmentation of the age of 15 to 30, because for this ageing area, most of the citizen will interested to have a better p erformance of processor for gaming so this actually categorise as Intel Core i7 targeted market.Target MarketFor Intel Core i7 targeted market will be the consumer is age of 15 to 30, due to the favourable on getting a high performance processor for gaming and pastime the trend of innovative. Because of this reason, Intel would not like to target the age which is below 15 or above 30 is because of the purchasing power of peopl below 15 is unable to afford that processor and people who above 30 will not interested on the innovative item and the performance of the processor for gaming as well.PositioningIn most of the consumer perceptual mapping, Intel Core i7 actually is the lastest and its also the best product due to the confident tag line it having fastest processor on planet and lead to a trend that they think that this is the best product compare to other product like AMD Opteran, Intel i3 and i5 from the speed performance of processor and the graphic supply as well.Product Rep ositioningFor every product, consumer will have a different perceptual mapping against them and their competitors, to reinforce the perceptual level of consumer against their product, most of the company will choose to use different packaging, advertisement slogan and others factors which is useful. For an example, Intel Core i7 advertisement will be one of the product repositioning, due to the sentence wrote in the advertisement fastest processor on the planet this actually did reinforce the perceptual level of the consumer against Intel Core i7 due to the performance level and innovative level because this product is the fastest processor in the planet nowadays, if without this sentence, the perceptual level of consumer will definitely drop.Product Mix dodgeProductIntel Core I7 processor having a better performance and better durability and high graphic support which able to attract the attention of the gamer in the market at the range of age between 20 to 30 years old.PriceThe ch eapest Intel Core I7 processor in Malaysia will cost around RM800.00 which could be consider as a costly product compare to the other competitors or other Intel product. Intel Core I7 consider as a valuable purchase even those the price is slightly expensive compare to the other due to the performance and the durability given by the product and the licensed operating system Window will also given free while consumer purchase a Intel processor. cropIntel Core I7 processor is a very common processor that able to be found in any IT retailer shop. Except IT retailer shop, Intel Core I7 also can be found in most of the laptop or desktop retailer shop like Dell, Hp Compaq, Acer and Logitech.PromotionIn Malaysia, Intel did not do much of the promotion, there just a little advertisement of Intel in Malaysia which mostly issue in Astro TV at ESPN channel, even those not every citizen will aware of Intel Advertisement but there still will be a grow of awareness increase from the advertiseme nt.