Consumer Involvement refers to the state of mind that influences the customers to identify the products, the benefits that the product is offering and ultimately influence the customers to buy the products. Ultimately, consumer involvement is the physical and mental effort that a consumer puts in the purchasing decision. There are three kinds of consumer involvement. They are I) Low Involvement, II) Some Involvement and III) High Involvement (Feng et al. 2016). Low involvement can be seen in habitual decisions. This kind of purchases are not extremely important for the customers,; they have little amount of preference and customers need little information while purchasing this kind of products. Some involvement can be seen in the simple decisions. These type of products are a little bit more important to customers. These types of purchases involve some evaluation of alternatives. The examples of some involvement are snacks, beauty products and others. Lastly, high involvement can be seen in the lengthy decisions like at the time of buying cars, properties, diamonds and others. They are most important to the customers as they are risky as well as expensive. In case of the Coffee Culture Restaurant, the second level of consumer involvement that is Some Involvement is typical for the target customers of this restaurant. People use to go to restaurants on special occasions and going to restaurants is not a habitual action. People want to have foods and want to spend some quality time in a good place. This is not a high involvement and also not a low involvement as people use to check for good restaurants before going there. Hence, some level of involvement will be typical for the target customers of Coffee Culture (Dadfar, Brege and Sarah Ebadzadeh Semnani 2013).
There are there aspects which influence the consumer involvement of a business. They are I) Personal Factor, II) Object Factor and III) Situational Factors. Personal factors are the believe, attitude, values and perception of a person that influence the buying behavior of that person. Object factors are the degree of information that a person has about a particular product and the differentiation that he can make between two products. Situational factors are the characteristics of a product that make it necessary for any person that is the person is highly dependent on that product. For the case of Coffee Culture restaurant, the personal factor is the most important influence factor for the target customers (Jaakkola and Alexander 2014).
Personal factors are the needs, importance, interest, values, perception and others. The Coffee Culture restaurant needs to address these issues. As the strength of the restaurant is its fresh baked goods, the foods should fulfill the demand of the customers. The atmosphere of the restaurant should match the culture of the country. On the other hand, the retardant should be calm and decent so that people can spend quality time in the restaurant. These are issues that need to be addressed in order to get the target customers of the restaurant (Blazevic et al. 2013).
Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R.T., Keiningham, T., Andreassen, T.W., Donthu, N. and Carl, W., 2013. Beyond traditional word-of-mouth: an expanded model of customer-driven influence. Journal of Service Management, 24(3), pp.294-313.
Dadfar, H., Brege, S. and Sarah Ebadzadeh Semnani, S., 2013. Customer involvement in service production, delivery and quality: the challenges and opportunities. International Journal of Quality and Service Sciences, 5(1), pp.46-65.
Feng, T., Feng, T., Cai, D., Cai, D., Zhang, Z., Zhang, Z., Liu, B. and Liu, B., 2016. Customer involvement and new product performance: The jointly moderating effects of technological and market newness. Industrial Management & Data Systems, 116(8), pp.1700-1718.
Jaakkola, E. and Alexander, M., 2014. The role of customer engagement behavior in value co-creation a service system perspective. Journal of Service Research, 17(3), pp.247-261.