Impact of Consumer Involvement on Buying Decisions-A Conceptual Frame Work

Abstract

Consumer involvement refers to the intensity of interest with which consumers approach the market place. It is related to the consumer's values and self-concept, which influences the degree of personal importance ascribed to a product or situation. Consumer involvement varies across different individuals, products, brands and situations. Today, the manufacturers are facing severe competition in marketing their goods and services. As such, there is the need to understand the impact of consumer involvement in buying decisions. A thorough knowledge of various factors that influence the involvement level of the consumers is also needed; The purpose of this paper is to discuss the conceptual framework regarding the impact of consumer involvement on buying decisions.