Antecedents to purchase decision of high and low involvement products amongst Indian Youth

Abstract

Involvement of the product is a major determinant affecting consumer buying behaviour. Creating awareness for brands in high- and low-involvement category products is a major concern for marketers. The research paper focuses on identifying factors responsible for brand-awareness in the high- and low-involvement category products. The findings suggest that brand functions play a significant role in consumers' purchase behaviour in high-involvement products and advertising plays a significant role in low-involvement product purchase decision.