Consumer level of involvement changes depending on what products they are buying. There are three main levels and they include: low, medium and high involvement.

1. CONSUMER BUYING
BEHAVIOR:
An overview of the degree of involvement consumers have when buying
a product.
Level of Involvement in Decisions
LEVEL OF INVOLVEMENT DEPENDS ON
The amount of time
for which the
purchase will be
owned
LOW INVOLVEMENT
MEDIUM INVOLVEMENT
Purchases tend to be
made by simple
decisions and may
require evaluation of
alternatives
HIGH INVOLVEMENT
Purchases tend to be
made by habitual
decisions and require
minimal information
processing
Purchases tend to be
made by lengthy or
more involved
decisions
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The cost of purchase
relative to income
Items have a medium
life and examples
include; Furniture,
crockery, some medical
treatment
Items have a short life, an
example is fast moving
consumer goods
Items have a long life and
examples include;
Automobiles, houses,
surgery, and insurance
policies
The extent to which the
purchase reflects the self-
image
The products need to
have reasonably reliable
results and extra
information is
considered carefully
Results are perceived
to be the same
whichever product
chosen and extra
information is ignored
Decisions are considered
highly important to the
consumer, so they
require extensive
information
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