Selection Criteria for High Involvement Products: A case study on Home Purchasing

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ABSTRACT

In today's modern world; consumers tend to be cautious and impulsive at the same time. One of the major variables relevant to the advertising strategy is the degree of consumer involvement in the category of a product. Generally, individual consumers have differing extents of their decision making process that are mainly dependent on the level of involvement of consumers. Moreover, this level of involvement also plays a vital role in the search for information that is required for the decision making of these individual consumers. In addition to this, consumers may be active or passive in regard of the advertising communication that they receive and in limited or extended processing of this received information, depending on their level of involvement. In addition to this, consumer decision making also varies with their level of involvement in the purchase decision, and when a consumer buys less frequently purchased and more expensive products, their purchase decisions turn more into a problem solving task. Thus, this research project's aim is to discuss the selection criteria for high involvement products, particularly decision making for house purchase. Moreover, the report will cover all the necessary aspects related to the topic such as search for all the required information, selection of housing location, investigation on pricing factors, distance factors, and much more. Consequently, consumer involvement has become a significant variable in consumer decision making and research. This paper's aim is to address these argues and issues for consistency of use in future research.

ACKNOWLEDGEMENT

First of all, I would like to express my gratitude for my research coordinator, for his understanding, propositions, patience, and remarks. It would also give me great pleasure to show my gratitude to my peers, colleagues, and family whose huge and steady support has been a cause of constant inspiration and guidance. I would also like to be grateful to the Department, managers of the university, instructors and students who have supported me throughout this research.

DECLARATION

I [type your full name here], declare that all the content presented in the following dissertation/thesis is, in my opinion and understanding, an original, individual and unaided effort, and have not been submitted or published before for scholarly assessment in the past, either partly or completely, for an academic degree at this educational institution or elsewhere. I would also like to declare that I have understood and studied the prerequisites, principles, processes and guidelines of the University regarding the higher academic degree research award and to my dissertation. I would also like to declare that I have abided by the University's prerequisites, principles, processes and guidelines.

Signed __________________ Date _________________

TABLE OF CONTENT

ABSTRACTII

ACKNOWLEDGEMENTIII

DECLARATIONIV

CHAPTER 01: INTRODUCTION1

1.1 Problem Statement3

1.2 Research Questions3

1.3 Research Objectives4

1.4 Research Hypothesis5

1.5 Conceptualization of Hypotheses5

1.6 Criterion of Falsifiabilty5

1.7 Significance of the Research6

1.8 Layout of the research7

1.9 Research Terminologies and Keywords8

CHAPTER 02: LITERATURE REVIEW9

2.1 Introduction of high involvement and low involvement9

2.2 Introduction of Consumer Decision Making Process13

2.3 Buyer's Decision making process for High Involvement Products13

2.4 Influence of Brand Image on Consumer ...