A Study on Consumer Behavior-Decision Making Under High and Low Involvement Situations

Abstract

There are enormous elements that can influence consumer behavior while purchasing a product . Many times it may be easier to decide which product to buy, but at other times, the process may be time consuming and may needs a lot of preliminary research before the purchase. Some consumers make quick and easy decisions based on their knowledge and experience regarding a product while some may have to conduct more research before purchasing. The level of involvement is an important factor deciding how important a product is for consumer and how much information he needs to have before making a purchase decision. Companies may take advantage by understanding consumer behavior in different situations and can satisfy their needs better. This research paper focus on consumers decision making for a buying process under high and low involvement situations.

Keywords: Consumer, Purchase Decision, Research, Buying Process

JEL Classification: M10