Do you have some fundamental questions on communication management that you wish you had the answer to? MICA Classroom on afaqs! is just the place for you.

In the first collaborative exercise of this kind in India, the faculty at MICA will respond to the most interesting questions from surfers on afaqs! So ask your stuff now!

Started in 1991, Mudra Institute of Communications, Ahmedabad (MICA) is an autonomous non-profit management education institution. MICA has set a precedent as the first residential academic institution in the country and perhaps in the Asia-Pacific region wholly dedicated to meeting the needs of the integrated marketing communications industry.

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What are low involvement and high involvement products?
Low involvement products are one wherein the unit cost of the products is low like mints, biscuits, cola drinks, salt etc. These are products where the stake of consumer is very low and therefore, trial and error is possible, so his/her involvement while deciding for purchase is very low. Moreover, he/she buys the product as per past habit or some advertisement they have come across or from some recommendation from friends. While high involvement products are where the stakes are quite high because not only are these products high priced but also because they are purchased not so frequently. E.g. house, car, white goods etc. wherein one wrong move can cost the consumer substantially.
   
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