Measuring involvement level for buying home appliances

Customer involvement is considered as an important variable that can help explain how consumer process information and how this information might influence their purchase or consumption related behaviour. Judith L. Zaichkowsky has noted that there is no agreement about how to define involvement and how to measure the degree of involvement. She has observed that although there is no single precise definition of involvement, there is an underlining them focusing on personal relevance. She has developed an involvement construct that include three antecedents. First, Traits of person: such as needs, importance, interest, value and unique experiences. Second, The characteristics of stimulus: such as differentiation of alternatives, communication media and message content. Third, Situational factors: such as purchase or use occasion for a particular product. Present study aims for study of customers’ involvement level for buying a Home Appliances in varachha region, Surat, Gujarat. Semantic Differential Scale was used to measure the involvement level.