Consumer Involvement in Product Choice - A Demographic Analysis

Abstract

In the past, consumer involvement has receive,notable attention among academicians as it is considered to have paradigmatic implications on the consumer decision making. However, studies in this area have been mostly conducted in developed economies and more specifically in US. If the construct has to receive wider acknowledgement and generalisability, there is a need for studies on consumer involvement spanning over varied cultures and contexts. Further, exclusive studies examining the relationship between demographics and consumer involvement are very few. Hence, this study was conducted to examine the relationship between consumer involvement and five key demographics family life cycle, age, sex, income and occupation. After reviewing relevant literature, a survey was conducted taking two products, namely, television and toothpaste. Zaichkowsky's Personal Involvement Inventory has been used to measure consumer involvement. 332 respondents from Hyderabad and Warangal towns were in...