Antecedents to purchase decision of high and low involvement products amongst Indian Youth
by Arpita Khare, Sapna Rakesh
International Journal of Business Competition and Growth (IJBCG), Vol. 1, No. 3, 2011

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.

Online publication date: Wed, 22-Apr-2015

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