2. DEMOGRAPHIC VARIABLES
• 10 men and 15 women
• 24 students 1 consultant
• 22 colombians, 1 USA, 1 Argentinian, 1 ZAF
• Age ranges between 17-23.
• Social status ranges between 3-6 (majority of the participants level 6)
PRODUCTS CHOSEN
• Rice and Cars
• Most common brands:
• Rice: Roa, Diana, Doña Pepa
• Cars: Mazda, Audi, Chevrolet

4. 0
1
2
3
4
5
ct I buy is extremly important to meI'm really interested in the productI couldn't care less about the productI really enjoy buying productWhenever I buy product, I give a gift to myselfTo me product is quite a pleasureYou can tell about a person from the product she
buys
The product a person buys says something about
who they are
The products I buy reflects the sort of person I amIt doesn't matter too much if ones makes a mistake
buying product
It is very irritating to buy product which isn't rightI should be annoyed with myself if it turned out I
made the wrong choice when buying product
When I'm not in front of the product sectin, I always
feel rather unsure about what to buy
When you buy product, you can never be quite sure
it was the right choice or not
Choosing product is rather difficuWhen you buy product, you ca
about your cho
CIP SCALE RESULTS

5. SCALE CONCLUSIONS
• Cars are a higher-involvement product than rice.
Factors that can influence this:
• Financial Risk (Cars are a more expensive product than rice)
• Social Risk (Cars tend to say something about the social status
and image of a person)
• Personal Relevance (Cars are relevant for a person’s self
concept and values)
• Both scales agree on the results.
Interesting Fact: Rice
was considered a more
needed product than
cars

6. TIME INVESTED
OPEN QUESTION
RESULTS
4
1
3
2
6
2
5
1
0
1
2
3
4
5
6
7
Less than 5
seconds
5 seconds 10 seconds 30 seconds 1 minute 2 minutes 5 minutes Don’t waste
time
TIME TAKEN TO CHOOSE PRODUCT -
RICE
0
1
2
3
4
5
6
7
8
9
10
1-2 WEEKS 1 MONTH APROX. 2-3 MONTHS
TIME TAKEN TO CHOOSE PRODUCT -
CARS

7. RESULTS
• The time invested in rice varied from less than five seconds
and 5 minutes.
• The time invested in choosing a car ranged from 1 week to
3 months
• This results indicate that there is a higher involvement in
cars since the time and attention dedicated to the product is
significantly greater.

8. SEARCHING
FOR
INFORMATION
14
12
5
3
5
1 1
4
0
2
4
6
8
10
12
14
16
SEARCH FOR INFORMATION - RICE
0
2
4
6
8
10
12
14
SEARCH FOR INFORMATION - CARS

9. PRODUCT
CHARACTERISTICS
12
8
7
2
1
0
2
4
6
8
10
12
14
Tradition Quality Price Flavor Accessibility
PRODUCT CHARACTERISTICS - RICE
0
2
4
6
8
10
12
14
16
quality price tradition accessibility efficiency not a specific
one
PRODUCT CHARACTERISTICS - CARS

10. RESULTS
• RICE:
• Low Cognitive Involvement – Information sources are mainly
family and friends
• Word of mouth
• Affective involvement - Greatly influenced by tradition
• CARS
• High Cognitive involvement – Professionals, technical
characteristics, magazines
• Influenced by price and quality.

11. - Men were slightly more involved in cars than women.
- Levels of Involvement:
- No differences in the levels of involvement or the
categories of involvement.
- Categories of Involvement:
- No differences in rice
- With respect to cars men tended to be slightly more
cognitively involved than women.
DEMOGRAPHIC VARIABLES AND INVOLVEMENT

12. BRANDS & RECOMMENDATIONS
• MOST COMMON RICE BRANDS:
• Roa, Diana, Doña Pepa
• MOST COMMON CAR BRANDS:
• Audi, Mazda, Chevrolet

13. •Advertise products depending on the type of involvement:
•Rice – Afective Involvement (Family images, happy
people)
•Cars – Cognitive Involvement (Professionas, technical
characteristics)
•Improve communication:
•Rice – Word of mouth communication
•Cars – Technical Characeristics should be included in
magazines and advertisements
BRANDS & RECOMMENDATIONS