Abstract
The purpose of this study is to examine the effect of involvement on the consumer decision process. In this study, involvement includes individual, social, and behavioral factors. The statistical population of this study includes the customers that have purchased from BALL chain stores in the city of Isfahan in 2013. A sample of 300 customers has been selected for survey through random sampling method. Data-collecting instrument is a questionnaire. The results of this study indicate that there are significant positive relationships between involvement and consumer decision process. Also significant positive relationships have been observed between personal and behavioral factors with consumer decision process, but any significant relationship has not been observed between social factors and consumer decision process. The results of this study help the marketers to understand the consumers’ behaviors so that implement appropriate strategies for their products and help their company to achieve its goals and survive in the nowadays competitive world.
Highlights
Growth and development of markets in the nowadays competitive world leads to supply different products in the markets
The statistical population of this study includes the customers that have purchased from BALL chain stores in the city of Isfahan in 2013
The present study seeks to examine the effect of involvement on the consumer decision process
Summary
Growth and development of markets in the nowadays competitive world leads to supply different products in the markets. The customers and buyers decision process for cheaper and everyday products is simple, but they should decide seriously for buying the expensive products which requires complex decision making process (Kotler, 1988). This process consists of five steps that includes recognizing need and identifying problem, exploring information, evaluating alternatives, purchasing, and after purchase behavior (Miniard et al, 1993; Puccinelli et al, 2009). Responding the involvement refers to the mental condition that combine the situational and sustainable factors and reflect as consumer decision process that is based on the cognitive and behavioral processes (Houston, Michael, & Rothschild, 1978)
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