Actors affecting consumer involvement in purchase of garments: A quantitative analysis for marketing strategies

Involvement refers to how much money, time, thought, energy and other resources consumers devote for purchasing a product. It is one of the fundamental concepts used to explain the consumer buying process. The level of involvement is affected by the amount of efforts consumers give to learn about the product and to take purchase decision. The aim of this study is to find factors of consumer involvement in purchase of garments and its impact on level of consumer involvement. Data is collected from buyers of garments in Indore city by using a self designed questionnaire and Zaichkowsky's (1985) uni-dimensional conception of involvement. Regression analysis is used to see the impact of various factors on consumer involvement. The model is tested also tested for autocorrelation, multicollinearity and heteroscedasticity. Results show that evaluation, apprehension and consciousness have significant effect on consumer involvement. Whereas regression coefficients of ambience/buying capacity and performance risk do not explain considerable effect in purchase of garments, hence relevant marketers should concentrate on these aspects before production, processing and making future marketing strategy.