h as formal clothing market are more likely to use advertising selectively to convey their information to a specific audience. Complex decision-making requires promotions that will stimulate prepurchase deliberation. Marketers should rely more on advertising and personal selling for this purpose. When consumers perceive a significant risk in purchasing of a product, the company should try to lower that perception of customers. There are a number of strategies in which can be done to lower the consumers perceptions of risk for formal clothing and health supplements product. These can be:Price the product higher than average. (health supplements)Give good warranties and guarantees. (formal clothing)Distribute the product through retailers that have a high-quality image. (health supplements and formal clothing)Use a high-quality sales force composed of people who can give consumers convincing reassurance. (health supplements)Develop an extensive image-building campaign for the product and the company. (health supplements and formal clothing)Provide customer service number. (health supplements)Provide lots of information about the product through brochures, packaging, instructions, articles in magazines and a well-trained sales force. (health supplements)To conclude, here is a summary of the strategies in which can be used by manufacturers and retailers of high and low-involvement decision processes products:High-Involvement Decision ProcessesPromotion1.Sell product through skilled sales force.2.Use strong persuasive messages in advertising.Distribution1.Use a more limited distribution system.2.Ensure that distributors are trained to provide outstanding service.Pricing1.Consider charging premium prices.2.Avoid use of frequent sales.Low-Involvement Decision ProcessesPromotion1.Use mass advertising to create sales awareness.2.Use heavy amounts of repeat messages.Distribution 1.Use an extensive distribution strategy.2.Consider use of coup...
