Question
किसी उच्च-सहभागिता (High-Involvement) वाले उत्पाद का चयन कीजिए तथा स्पष्ट कीजिए कि क्रय-निर्णय प्रक्रिया को परिवार के विभिन्न सदस्यों एवं सामाजिक प्रभावों द्वारा किस प्रकार प्रभावित किया जाता है।
Answer :
Word Count : 476
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उच्च-सहभागिता वाले उत्पाद के रूप में यदि हम कार (ऑटोमोबाइल) का चयन करें, तो यह स्पष्ट होता है कि इसके क्रय-निर्णय में उपभोक्ता गहन विचार-विमर्श, जानकारी संग्रह तथा विभिन्न विकल्पों की तुलना करता है। यह प्रक्रिया केवल व्यक्तिगत नहीं होती, बल्कि परिवार के विभिन्न सदस्यों तथा सामाजिक कारकों से अत्यधिक प्रभावित होती है। कार एक महँगा, दीर्घकालिक तथा प्रतिष्ठा से जुड़ा उत्पाद है, इसलिए इसके निर्णय में जोखिम भी अधिक होता है, जिसके कारण उपभोक्ता अधिक सावधानी बरतता है। परिवार के विभिन्न सदस्य इस प्रक्रिया में अलग-अलग भूमिकाएँ निभाते हैं। सामान्यतः परिवार में ‘प्रेरक’ (Initiator) वह सदस्य होता है जो कार खरीदने का विचार प्रस्तुत करता है, जैसे कि
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