A STUDY ON CUSTOMER INVOLVEMENT IN PURCHASE OF HOME APPLIANCE
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 1
Abstract
Consumer behavior is a complex, dynamic, multidimensional process, and all marketing decisions are based on assumptions about consumer behavior. The people consume things of daily use, and buy these products according to their needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods. Involvement can be viewed as the motivation to process information. To the degree that there is a perceived linkage between a consumers needs, goals, or values, and product knowledge, the consumer will be motivated to pay attention to product information. For this study four objectives are framed. The study was carried out with the sample size of 200 respondents selected based on proportionate random sampling with in Coimbatore city. The data were collected with interview schedule analyzed and were using percentage weighted average score analysis of variances and factor analysis. Thus the study on consumer behavior with respect to involvement helps marketers to understand consumers needs so as to recognize the potential for development of change in consumer requirements. The study concludes by stating that customer involvement and ultimately leads to attitude, attitude guides in achieving desired benefits and that in turn enhances the brand loyalty.
Authors and Affiliations
P. Janaki and S. Premila
Keywords
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