Consumer Behavior

1. University of Veterinary and Animal Sciences - Lahore
The Authors
Muhammad Ali Khokhar (UVAS), BBA (H) 5th
Semester
And
Ali Raza (UVAS)
Rana Ahsan (UVAS)
Abstract
In light of the core study of product involvement as a variable in consumer behavior in this paper, we will
discuss which factors are involve in the process of purchasing a high involvement product e.g. HDTV, All
in one Desktop, Laptops or other machines which we purchase through rational decision.
And what are the main factors which influence in every high tech product purchase?
Article Type: Research paper
COPY RIGHT © 2014 University of Veterinary and Animal Sciences

2. 2014
University of Veterinary and Animal Sciences - Lahore
COPY RIGHT © 2014 University of Veterinary and Animal Sciences
Problem
How consumer make their decision while purchasing a high tech product. What are the factors that effects on the
purchasing decision.
Introduction
High Involvement products are products that involve more risk. They are often are more costly, less
frequently purchased and necessitate more time and effort in the research phase. Conversely, Low
Involvement products are typically more of an impulse purchase, or a purchase done out of habit, and are
generally less costly involving minimal research and deliberation.
The researchers concluded that consumers for high involvement products rely on review sites and
product-specific sites in their decision making process because the quality of the products is a key issue.
Those sites tend to be more information-heavy than social networks, such as Facebook or Twitter. The
study states that the higher the consumer's commitment of time and money in a product, the higher the
expectations for the product.
The present study is more concern about the purchasing decision factors with the help of these factors we
can understand better our consumer and the perception, attitude, learning, personality of our consumer for
a particular product. In this paper we will drive those factor through the research that how consumer
makes decision in purchasing High tech goods. Study at hand explored four variables that might possibly
influence product involvement.
Literature review
The role of product involvement in consumer behavior
Product involvement reflects recognition that a particular product category may be more or
less central to people's lives, their sense of identity, and their relationship with the rest of
the world (Traylor, 1981).
Moreover, studies have found that the product-involvement variable is a constant and stable
variable, relative to many other variables; consequently, it may serve marketers and
advertisers in the long-term (Havitz and Howard, 1995; Iwasaki and Havitz, 1998; Quester
and Smart, 1996).
Although product involvement significantly influences (adult) consumers' cognitive and
behavioral responses, including memory, attention, processing, search, brand commitment,
satisfaction, early adoption, and opinion leadership, we still know surprisingly little about

3. 2014
University of Veterinary and Animal Sciences - Lahore
COPY RIGHT © 2014 University of Veterinary and Animal Sciences
its origins (Coulter et al., 2003).
Another research study demonstrates that ad effectiveness is significantly and positively
influenced by product involvement: when children perceive the product as being relevant
and meaningful (a high level of product involvement), their attitudes are influenced. On the
other hand, when the product is not perceived as relevant and meaningful (a low level of
product involvement), the attitude measures are influenced to a significantly lower degree
(Te'eni-Harari et al., 2009).
Factors influencing in the purchase of high involvement products
1. Price
2. Brand personality/Image
3. The Way of selling (direct selling)
4. Advertising (For a new Brand)
Price
Price is the first and the most important factor in the process of purchasing a high tech product. Because
usually the high tech products are expensive and consumer takes action with care so that it won’t happen
that they have to regret on their decision. They take decision very rationally and pass through a process.
The should be the equal worth of the product for example if a customer pay a price for a luxury car
he/she want to have the satisfaction for what they paid.
Brand image
Brand image is also the important thing which consumer see while purchasing because in short words
the pay a lot to get a satisfactory product and in return of that they want a reliable product because of the
price they don’t to take any risk in term of going to an unknown brand that’s why they always do
purchase from the known brand so might they can avoid from any loss or any unreliability.
The way of selling
Its effect on the sale of the high tech goods “they of selling” means how they sell their product means
with high price and the risk consumer want satisfaction before the purchase.
Direct selling: direct marketing is the best way to sell high tech goods.
Consumer can go and find alternatives if they don’t find the product satisfactory on the basis of the
given information to avoid that thing and make an affective sell direct marketing is best for high
involvement goods.

4. 2014
University of Veterinary and Animal Sciences - Lahore
COPY RIGHT © 2014 University of Veterinary and Animal Sciences
Advertisement
It’s also a factor of influence which pay role in purchasing high tech good. There is perception in minds
of customers that when you are selling a high tech good there must be high tech advertisement. Mean
good advertisement can overcome on an old brand, and if you are new in market it gives you a chance to
make good profit.
Awareness comes through different type of ads. But consumer will never buy your product (high tech)
only because of the ads. It will just give him/her an idea of closure about you product.
Discussion
These factors which discussed above affect in consumer decision making process. A marketer can use
these factors by applying them in the target market.
References
Journal of Consumer Marketing,
Volume 27 · Number 6 · 2010 · 499–506
European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS