Involvement is a psychological construct that refers to the importance that a category of product have in the life of a consumer. As such it has been extensively studied and used as a predictor of shopping behavior. Recently I attended a very influential scientific conference in the area of business administration. There, some colleagues felt that this field of study had "cooled down" and went from being a hot area to a niche of study (i.e. specialized area of study, which is not (or is no longer) among those that attract more attention in a discipline). I would like to know your opinions.
Greetings,
Jorge
Prior to 1980, niche markets were a small part of the business, primarily served by traditional companies.. As a result of growth in niche markets after liberalization , this area has become a lucrative source of revenue from business. Since niche markets are unique in their needs, they require a marketing and service strategy for close customer involvement. This can be achieved by developing a Customer Action Plan to know the market and to know who interacts with the market basically the customer. Building relationships with your intended customers is the first step in the implementation phase. The primary reason for our company's success in the niche market has been our focus on building trusting relationships. Part of this relationship building includes development of an open, two way flow of information.
Thank you Danny for your response. However, I use in my question the term "niche" in the context of scientific research. That is a specialized area of study, which is not (or is no longer) among those that attract more attention in a discipline.
The topic of Consumer Behavior crosses many disciplines including economics, psychology, marketing, sociology, and others. Therefore, it is very difficult to track the coverage of this topic across all these disciplines. I teach economics in a Business College and my opinion is that the discussions around 'consumer behavior' have not diminished, especially in Microeconomics. I can't speak to the other disciplines. Hopefully, people who teach and research in the other disciplines will respond to your question. Thanks!
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