Do High Involvement Product Effect Buying Behavior Of Consumers- Evidence From Mysore City

Abstract

Customer preference for the high involvement products has always been a challenge for the marketer because of many reasons which involves the complex coordination of inter-departments and its activities. It may perhaps be starting from the movement of goods through raw material stage and reaching the final consumers. Subsequently the time of implementation of the marketing strategies that are found as the origin of foundation for the contemporary marketing alike, the supply chain management has taken the pivotal of the apex, which has made the work of the marketers to be always on the hot seat, so does this become a challenge for the high involvement products in the market. Further, the stratification across the globe is a universally accepted category like the higher class, mid class, and the minor class.
But today in India these categories are sub-divided and are jugglers for the marketers. As a survival tactics, the universal rules may not be applicable in India. The Indian markets are not developed to greater extents of other countries like Europe and American product line strategies. Hence the present study intends to understand the consumer buying behavior with reference to high involvement products and their impacts in the markets. To undertake the research, the study has applied descriptive and Inferential statistics through primary data collection.