INTEGRATING CONSUMER INVOLVEMENT AND PRODUCT PERCEPTIONS WITH MARKET SEGMENTATION AND POSITIONING STRATEGIES

Abstract

Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively evaluated. Consumer product involvement, or concern with the actual purchase or use of the product, affects these selective perception processes in several ways. Implications for market segmentation, product differentiation, and communication strategies are discussed.