Role of involvement in consumer decision-making. Identify the level of involvement a customer might use to make a purchase/no purchase decision of a cell phone. Then, discuss which type of buying behavior is most consistent with that level of involvement. Solution Consumer involvement refers to degree of information processing or extent of importance that a consumer attaches to a product.The degree of involvement has a very significant effect on consumer behaviour. When more expensive products are to be purchased, the consumer gets more involved in purchase process but he may not be equally involved in a product which is just a rupee or two priced. When consumers decide to buy a product based on the interest and importance of the product to them, this is defined as involvement level. In other words, it measures how personally, socially and economically involved the customer is with the product in order to buy it. Levels of Involvment: LOW INVOLVEMENT- Low involvement purchases are not really important to consumers, have little relevance and need very limited information processing.(Example:Tea, toothbrush,Washing powder.) SOME INVOLVEMENT- Some involvement purchases are of little bit importance to customers. It includes some evaluation of alternatives.(Ex: Skin cream,Torch, snacks) HIGH INVOLVEMENT- High involvement purchases are those which are important to consumers such as complex, expensive, risky or ego-intensive products & require extensive information processing.(Ex: Cars, diamond, cell phone) Therefore, it is evidend from the above analysis that the decision to purchase a cell phone requires high involvement. Extensive decision making is most consistent with that level of involvement.

1. Role of involvement in consumer decision-making. Identify the level of involvement a customer
might use to make a purchase/no purchase decision of a cell phone. Then, discuss which type of
buying behavior is most consistent with that level of involvement.
Solution
Consumer involvement refers to degree of information processing or extent of importance that a
consumer attaches to a product.The degree of involvement has a very significant effect on
consumer behaviour. When more expensive products are to be purchased, the consumer gets
more involved in purchase process but he may not be equally involved in a product which is just
a rupee or two priced.
When consumers decide to buy a product based on the interest and importance of the product to
them, this is defined as involvement level. In other words, it measures how personally, socially
and economically involved the customer is with the product in order to buy it.
Levels of Involvment:
LOW INVOLVEMENT- Low involvement purchases are not really important to consumers,
have little relevance and need very limited information processing.(Example:Tea,
toothbrush,Washing powder.)
SOME INVOLVEMENT- Some involvement purchases are of little bit importance to customers.
It includes some evaluation of alternatives.(Ex: Skin cream,Torch, snacks)
HIGH INVOLVEMENT- High involvement purchases are those which are important to
consumers such as complex, expensive, risky or ego-intensive products & require extensive
information processing.(Ex: Cars, diamond, cell phone)
Therefore, it is evidend from the above analysis that the decision to purchase a cell phone
requires high involvement.
Extensive decision making is most consistent with that level of involvement