Title: Consumer purchase decision involvement across product categories and demographics

Authors: Ajay Bansal; Rahul Gupta; Vinita Srivastava

Addresses: Amity Business School, Amity University, Noida (UP), A-32A, Sector 62, Noida – 201309, UP, India ' Amity Business School, Amity University, F-3, Sector 125, Noida – 201303, UP, India ' Jaipuria Institute of Management, A-32A, Sector 62, Noida – 201309, UP, India

Abstract: Consumer purchase involvement for various product categories has been an area of attention for both academicians and marketers for so long. However, developing countries like India still lack in-depth insights into the said subject. In previous researches about the correlation of consumer demographic factors with their buying involvement, a systematic pattern between the constructs is found to be missing. This study was done to investigate correlation between: education, income, age and gender, and consumer purchase involvement across six product categories viz. eyeglass, pencil, car, salt, tea, and mobile-handset. Data collection was done through respondents in Delhi and NCR. Results indicate that consumer age and education are not correlated with consumer purchase involvement for most of the six products studied, but is correlated with income and gender for few product categories. This study will guide the practitioners in devising marketing strategies owing to differences in consumer involvement while buying.

Keywords: consumer involvement; demographics; purchase decision; consumer buying behaviour.

DOI: 10.1504/IJBIR.2022.124887

International Journal of Business Innovation and Research, 2022 Vol.28 No.4, pp.421 - 447

Received: 14 Sep 2019
Accepted: 20 Mar 2020
Published online: 15 Aug 2022 *

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