Consumer Involvement and Purchase Decision (Cell Phone as a Case Sstudy)

Subject Areas : Jounal of Marketing Management

O. Mahdieh ¹ ( استادیار، عضو هیات علمی گروه مدیریت، دانشگاه زنجان )
N. Chubtarash ² ( کارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی، دانشگاه آزاد اسلامی، واحد سنندج، سنندج، ایران )

Received: 2014-05-02 Accepted : 2014-05-02 Published : 2014-04-21

Keywords: Consumer behavior, Consumer involvement, Purchases decision, Cell phone,

Abstract :

Purpose:  To investigate the relationship between consumer involvement and purchase decision. Methodology: The present study has an applied aim and follows a descriptive (survey-correlation) method. The population was the students of Azad University of Sanandaj branch and the sampling method is stratified random. 372 people were chosen as a sample and questionnaire was used to collect data. Finding: Results of data analysis have shown confirmation of all hypotheses. In other word, there is significant relationship between dimensions of consumer involvement: Interest, Hedonic value, Sign value, Risk importance and Risk probability with purchase decision. Research Limitations: Since the target populations of the study were university students, the results of the study cannot be applied to other cell phone purchasers, Moreover, because cell phone was selected as the product, hence, application of the results of the study to other levels of the product is not possible. Managerial Implications: involvement is not an incontrollable variable for the company; managers and marketers can increase it by adding or emphasizing certain features of their offer and thus have an impact on consumers' decisions. Originality/value: Consumer involvement is a very important concept in marketing and consumer behavior but unfortunately there is little research about it. In this article this concept based on Kapferer and Laurant was surveyed and localized questionnaire was developed.