We were discussing organic tea in my class on consumer behaviour. The team that was presenting the consumer behaviour analysis of organic tea buying surmised that a new brand should use online influencers to spread the word. But they also said that organic tea was a low involvement product. At that stage I could not help myself but ask the team, “If organic tea is low involvement, why will a consumer spend time reading blogger reviews? Did we not learn that when a product is low involvement, consumers get into an auto-repurchase routine, what we call routinised buyer behaviour?”
This led
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