Business,Business plan,Marketing in Business

Consumers face several buying decisions every day . Some buying decisions are simpler than others. For instance , there is a marked difference in the purchase decision made by a consumer while buying toilet soap a shirt , a car or a house . The complexity of the buying process is affected by whether the product to be bought is of high involvement or low involvement.

In high involvement purchase , the consumer is prepared to invest more time resources and efforts. In this situation , the consumer lacks full information about the product , the amount of money involved is large , the product has high social importance and the product is perceived to give long run benefits . Normally , the purchase of a car or a house is high involvement.

In low involve purchase the consumer does not exert much time resources and efforts. In this situation , the consumer is comfortable with the amount of information he/she has about the product the amount of money involved is small , the product has low social importance and it gives short term benefits.