A Research on the Role of Consumer Involvement and Product Knowledge Levels on Purchasing Decisions (original) (raw)
Related papers
2013
Consumer behavior involves many activities. Each consumer has thoughts, feelings, plans, decisions and purchases . Marketers should find how consumers gather information and how they apply such information in selecting competitor’s products, how consumers decide to purchase and why the purchase process and purchase reasons of different consumers are varied. Relative information about consumer’s behavior will be used in predicting and recognizing their activities in the market. Purpose of this study is investigating the relationship between consumer involvement and purchase decision (for cell phone). Data was collected from sample of 372 students. Results of data analysis have shown confirmation of all hypotheses. In other word, there is significant relationship between dimensions of consumer involvement: Interest, Hedonic value, Sign value, Risk importance and Risk probability with purchase decision.
The relationship between product involvement and hedonic and utilitarian in product categories
International Journal of Management, IT, and Engineering, 2016
To shed further light on the correlation between consumer product involvement and consumer product knowledge, the authors examined such correlation by treating product type and product knowledge type as moderating variables. The results show that the correlation between a consumer's product involvement and objective product knowledge is higher in a utilitarian product than in a hedonic product. On the contrary, the correlation between a consumer's product involvement and subjective product knowledge is higher in a hedonic product than in a utilitarian product. The implications of these results are discussed.
Consumer Buying Behaviour for High Involvement Products -A Study
In a globalised economy, markets are characterized by competition. The fast innovations of technologies are intensifying the intensity of competition and is becoming challenge for every business. In the past few years, due to competition, continuously company margins are considerably declining. According to Philip Kotler (2003), in hyper competition, power is clearly shifting to consumers who are increasingly telling what product features they want, what communication they will tolerate, what incentives they expect and what price they will pay. It is high time for marketers to study, understand and predict consumer behaviour in order to survive, sustain and grow in this highly competitive and volatile market. In fact, consumer behaviour is the process whereby individuals decide whether, what, when, where, how and from whom to purchase goods and services (Walter and Paul, 1970). As a field of study, consumer behaviour focuses upon consumer activities (Blackwell, Miniard, Engel, 2001). Moreover, the scholars of human behaviour are highly concerned to study the consumer behaviour in order to gain deeper insights into why individuals are involved in certain consumption related behaviour and interested to know what internal and external factors influences them in their consumption related decisions. Zikmund (2001) is of opinion that human behavior of any kind (B) is a function (f) of the interaction between the person (P) and the environment (E)–that is B= f (P,E). According to Zikmund, consumer behaviour is the function of personal factors (age and stages of life cycle, occupation, economic situation, life style, personality, psychology etc.) and environmental factors (culture, subculture, social class, reference groups, family, role and status).
INFLUENCE OF CONSUMERS PURCHASE DECISION INVOLVEMENT
Parishodh Journal, 2020
This research conducted for the factors influencing purchase decision involvement of consumer who are buying personal care products in FMCG. For this research, 250 consumers taken up from Perambalur taluk using simple random technique. In SEM model AMOS 20 used in this study. From the results, the researcher concluded that factor namely value consciousness, sale proneness, brand consciousness and price quality schema correlated with purchase decision involvement. But value consciousness, sale proneness are influencing purchase decision involvement positively for consumers who are purchasing personal care products in FMCG.
ICORE, 2020
All information received consumers of a product will be the knowledge either objectively or subjectively so that assessment of consumers against a product varies. This makes consumers require specific consideration especially when choosing products. Halal consumer products in considering further felt the need to check the products by way of researching and observing the product. Instead, consumers sometimes feel no need to consider both the old and researching product back because it was believed that the product is halal. The problem, how is the reason consumers in considering product halal to affect the product's involvement? Whether the knowledge consumer product involvement influences the product? Based on that problem formulation whose hypotheses are: product involvement influences the product knowledge, product knowledge affect consideration based on experience, and experience based considerations affect involvement product. Based on these things then the purpose of this research is to analyze the consumer consideration in choosing Kosher products based on knowledge to affect the product's involvement. To achieve the goal, the research was done on one of the campuses of Islam in Purwokerto with data collection using the tool in the form of a questionnaire in which each item contains multiple variable question. Questionnaire distributed directly to respondents, namely student faculty of Economics and business with the acquisition of samples as much as 96. The data collected were analyzed using the SPSS program next to test in validity, reliability, classic assumption test and regression. The results, based on simple regression analysis, product knowledge and consideration based on the experience positively affects involvement product, product knowledge positively affect consideration based on experience. While the multiple regression in product knowledge positively incapable of influencing product involvement.
Investigating the Role of Brand in Forming the Consumer Involvement ROYA HONARI
In order to understand consumer's behavior, knowing structure of consumer involvement is highly important. Consumer involvement is defined as perceived personal importance, or an interest regarding acquisition, consumption or disposition of goods, services or ideas. Consumer's involvement occurs when the customer has knowledge about the product which one of the effective elements is using the brand. Thus it is intended to investigate brand role in forming consumer involvement. In this research effects of brand reputation, brand loyalty, willing to pay higher, awareness of brand, brand popularity, brand name and brand quality on consumer's involvement are hypothesized. Required data were collected using 5-point Likert scale questionnaire. 124 questionnaires were randomly distributed in Refah chain stores in Isfahan city. The validity of the questionnaire was estimated by Cronbach's alpha coefficient method and the results were analyzed utilizing SPSS and AMOS software. The results show that awareness of brand, willing to pay higher and brand popularity affect on consumer involvement.
A Study on factors influencing consumer buying behavior in cosmetic Products
The purpose of this study is to investigate internal and external influences on consumers purchasing decisions on cosmetic products in Tamilnadu and Kerala. The questionnaires were given to 500 consumers who are all using cosmetics. Out of 500 consumers contacted, 412 questionnaires were received with required coverage and details. The instruments of this study involved two parts: the first section of the instrument consisted of forced-choice questions about demographic characteristics: gender, marital status, age, occupation, monthly income level.
2019
The purpose of this study is to find out how much the influence from product and promotion factors in influencing brand awareness and purchase intention, besides also to find out how much brand awareness is in mediating product and promotion factors. This study involved 163 respondents who were consumers from Micca who at least bought Micca products once and lived in Jabodetabek. The research method used in this study is the Structural Equation Model (SEM) with Lisrel 8.8 as the software and combined with SPSS 21 to analyze the pre survey. The results showed that in the case of Micca research, the promotion variable had a positive and significant effect on purchase interest and brand awareness. While the product variable does not have a positive and significant effect on purchase interest but has a positive and significant effect on brand awareness. In addition, in this study it is also known that brand awareness has a mediating function that has a positive and significant effect on...