A Study of Consumers Behaviour in High and Low Inolvement Products as Per Customer Perception in Younger Generation of Twin Cities

Abstract

This study investigates consumers' affective attachments toward products, based on relevant product attributes.It studies the process of consumer purchase for high and low involvement consumer goods where mobile phones are taken as a high involvement product and a soft drink (Limopani) is taken as a low involvement product based on their respective attributes and the consumer’s attitudes towards them.