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English to French translations [Non-PRO] Marketing / consumer behavior
English term or phrase:high-involvement purchase
I'm writing a proposal for a Web site for a software development company. They sell complex, expensive business solutions that are often referred to as "high-involvement purchases"; the business-purchasing equivalent of buying a house or other high-ticket item. In contrast, a pack of chewing gum or quart of milk is considered a "low-involvement purchase". These are terms commonly used in the study of consumer behavior... any francophone marketing graduate should be familiar with it. I'd be grateful for your help!
Explanation: On fait la différence entre les "biens d'équipement": voiture, appareils ménagers, hi-fi, etc., qui représentent une part importante du budget d'un ménage, et les achats courants: alimentation, vêtements, etc., plus fréquents et moins coûteux. Je crois que c'est l'idée exprimée ici.