Product involvement surveys measure long-term enduring involvement, designed primarily to measure consumers' long-term interest in a product as a function of individual differences in important values, needs, or self-concept. Some researchers state that product involvement has two components: importance and commitment to a brand. Importance refers to how engaged or interested an individual is to a product category while commitment to brand refers to the connection or binding strength between individual and brand. Survey research naturally indicates a strong correlation between product product importance and commitment to brand. It is important then, when conducting product involvement surveys, to measure the degree of importance when a purchaser is faced with a purchasing decision.
Market research professionals can use product involvement surveys to determine the relationship between importance and commitment to brand for various competing brands within the product category. For example, respondents can be asked to rate the importance in purchasing various products on a scale from 0 to 10. Respondents can then be asked to give their favorite brand or brand you like the most. A third question will follow by asking commitment to the brand; On a scale from 0 to 10, please tell me how committed you are to purchasing your favorite brand of each product. That is, how important is it that you purchase {brand} when you buy {product}?
Results from a product involvement survey have important implications on advertising strategy. Consumers can be segmented into four quadrants of product involvement. The following communications strategy would be beneficial to business advertising to each of these segments:
- HIGH Brand Commitment/ HIGH Importance - Reinforce brand advantages without mention of competitors
- HIGH Brand Commitment/ LOW Importance - Ad frequency to reinforce brand image
- LOW Brand Commitment/ LOW Importance - Likely to be price sensitive. Point of purchase incentives, coupons, and rebates are attractive.
- LOW Brand Commitment/ HIGH Importance - Emphasize on competitive advantages.
Below is a sample of a marketing survey from our extensive survey library. We have a wide variety of online marketing surveys you can build and edit upon. This one is a product involvement survey that can help your business gauge consumer's involvement with your brand and your competitors'.
To see our extensive library of marketing surveys and other questionnaire templates visit our Questionnaire Examples page.
