*Practising Company Secretary & Research Scholar, 3, Shreeram Vatika, Near More Megastore, Vishvamitri Road, Vadodara-390011
**Reader, M. S. University of Baroda, Vadodara, B-102, Shrenik Park Society, Opp. Akota Skating Rink, BPC Road, Akota
***Professor & Director, Dr. J.K. Patel Institute of Management, Vadodara, 87, Nandanvan Society, New SAMA Rd., Vadodara- 390008
Online published on 21 November, 2013.
Consumers today have a lot of choice in terms of shopping for products. They exhibit different behavior when purchasing a high involvement product, as compared to a low involvement product. This research paper tries to prove this difference in behavior statistically with the help of primary data collected from respondents. Also, an attempt has been made to find out the impact of product involvement on purchasing intention of the people of Vadodara city. For this purpose, two representative products were selected and respondents’ perception towards them with respect to the factors that determine involvement was studied.
High involvement, low involvement, payment mechanism, shopping situation, affective link, search & information processing, social interaction, social relevance, purchase purpose
