Tissot: High Involvement Theory

Executive Summary Tissot, a luxury watch has developed high-tech, advance functionality, special material with a wider versatile range of high-quality timepieces at an attractive price has a competitive advantage over any other Swiss watch brand.As such, Tissot watch is considered an important purchase decision. Consumer will be affected by a set of internal influences on their decision process in relation to the purchase.Before buying the watch, consumer would recognize a need, for example social need that makes the consumer look good at work place after purchasing a luxury watch to show that they are very successful in their life. Once needs are identified, consumer will search for information to bring a

High involvement purchases is the theory that make consumer need to be serious and making the decision whether to buy the product or not, because the product may be the price is higher, having different brands product to choose but the price is similar such as .. For example, for high involvement purchases, if the consumer is a student, he willing to buy a smartphone and he needs to search a lot of information because the budget may be not enough and whether the function of the product suitable for him. This theory helps consumer to increase the satisfaction towards the product because in the same time consumer already minimized the chances of dissatisfaction by spending time to learn the product.

Besides that, after consumer purchased the product and having a high satisfaction level, this can build the consumer loyalty to the brands, it is also known as brand loyalty. Brands loyalty is the powerful outcome for consumer

For the first will be no loyalty, this kind of consumer does not care about the brands of the product, what brands of product they want to buy is depends on what they need and they are lazy to search for information. For example, a consumer want to buy a smartphone and only for communication apps purpose and simply choose and buy it. Other than that, the second will be covetous loyalty, this type of consumer does not purchase because they don’t have the money to buy it but they have strong attachment and predisposition towards the brand. Nevertheless, the inertia loyalty consumer purchased the Huawei smartphone just because his spending patterns or it may bring convenience to the consumer. The last will be premium loyalty, this type of consumer are fully support the brands that the purchased previously and they having a high-repeat purchased towards the product. For