Buying Behavior & Market Analysis

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MKT301 - Principles of Marketing Module 1 – Case

Summer 2011

Buying Behavior & Market Analysis

HIGH INVOLVEMENT: EXERCISE EQUIPMENT (Weider)

LOW INVOLVEMENT: CARBONATED SOFT DRINKS

Trident University International

Keith Broomfield

Dr. Jonathan Freeman

HIGH INVOLVEMENT- High involvement purchases are those which are important to consumers such as complex, expensive, risky or ego-intensive products & require extensive information processing. For this reason I chose Weider workout equipment. I’ve been building my own gym now for about 2 years and I would like to think I had a pretty good selection of workout equipment. I chose Weider because every time I step into a gym the majority of weight and weight equipment I see is Weider. Apparently they make a pretty good product.

Academy and Pre-owned Fitness equipment are the 2 places I go to purchase the free weights and dumbbells that I have. To me it is a very big decision making process, I say that because I try to get dumbbells every 2 sizes up from where I am lifting to that point. Currently I’m up to the 110lbs dumbbells. I use the dumbbells for a number of exercises like dumbbell press, Arnolds, shoulder press, flys, rows, etc. I also have around 500lbs in plates form the 45’s all the way to the 2.5’s. All the free weight are the equipment that I didn’t feel the need to be picky about because they are basically all the same. As long as the fit on the Olympic 45lb bar that I…...

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