Identifying, analyzing and measuring impact of consumer involvement for product selection

In consumer oriented markets, marketers study target consumers’ behaviour with a view to understand and influence it by developing appropriate marketing strategies. Consumers are studied and differentiated on the basis of various environmental and personal (both psychological and non-psychological factors as affecting their purchase and communication behaviours. Though these factors are non-controllable, yet these must be taken care of by the marketers while designing marketing strategies and thereby enhancing the acceptability of their product as a need satisfier in the target market. Involvement has various cognitive manifestations too. Consumers of highly involved products are more likely to process information by going through the stages of awareness, comprehension, attitude and behaviour. As a result of cognitive processing, behaviour in the case of higher involvement products is, therefore, preceded by attitude formation whereas in the case of low involvement products attitudes have not much role to play. This paper examines attitude for involvement product and consumer psychological behavior which impact purchasing of products. The present study had its focus upon product related factors only whereas the impact of personal and situation related factors is included indirectly.