MEASURING CONSUMER INVOLVEMENT IN VADODARA : IMPACT OF PRODUCT INVOLVEMENT ON PURCHASING INTENTION IN VADODARA : AN EMPIRICAL STUDY
Journal Title: International Journal of Physical and Social Sciences (IJPSS) - Year 2012, Vol 2, Issue 7
Abstract
Consumers today have a lot of choice in terms of shopping for products. They exhibit different behavior when purchasing a high involvement product, as compared to a low involvement product. This research paper tries to prove this difference in behavior statistically with the help of primary data collected from respondents. Also, an attempt has been made to find out the impact of product involvement on purchasing intention of the people of Vadodara city. For this purpose, two representative products were selected and respondents‟ perception towards them with respect to the factors that determine involvement was studied.
Authors and Affiliations
CS. ASHUTOSH A. SANDHE, Dr. AMIT R. PANDYA, DR. ABHIJEET CHATTERJEE
Keywords
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