CONSUMER INVOLVEMENT IN PURCHASING DECISION



CONSUMER INVOLVEMENT AND COMPLEX DECISION MAKING PROCESS

the two conditions for consumer decision making shows in figure, (1), a process requiring extensive information processing and (2), a high degree of consumer involvement with product. Therefore to understand complex decision making, we will first consider the nature of consumer involvement and then describe the nature of decision making.

INVOLVEMENT AND INFORMATION PROCESSING

the reason that involvement is linked to complex decision making that, generally, the higher the level of involvement, the greater the search for information. Such information processing defines complex decision making process.

CONDITIONS FOR INVOLVEMENT

  1. importance of product:
  • the consumer's self image is tied with the product.
  • It has symbolic relation with consumer values,
  • it is expensive
  • it has some important roles in life

    2. has emotional appeal:
  • the product must has some emotional values.
  • Emotional attachment to buy products
3. is continuously of interest to the consumer
4. entails significant risks.
5. is identified with norms of a group. 

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