Title: Antecedents to purchase decision of high and low involvement products amongst Indian Youth

Authors: Arpita Khare, Sapna Rakesh

Addresses: L.D.C.I.T.S, Allahabad, India. ' I.T.S Mohanagar, Ghaziabad, India

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.

Keywords: high involvement products; low involvement products; brands; branding; brand functions; advertising; India; young people; youth; purchase decisions; consumer behaviour; buying behaviour; marketers; marketing; brand awareness; business competition; business growth; business excellence; market competition.

DOI: 10.1504/IJBCG.2011.038259

International Journal of Business Competition and Growth, 2011 Vol.1 No.3, pp.262 - 275

Published online: 22 Apr 2015 *

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