UGC NET COMMERCE July 2018 Q39
0. Under which of the following conditions, the level of consumer’s involvement will not be high?
- Option : B
- Explanation : A significant factor influencing how consumer decisions are made is the consumer’s level of involvement, reflected in the amount of effort that is expended in satisfying a need. Some situations are high involvement. That is, when a need arises a consumer decides to actively collect and evaluate information about the purchase situation. These purchases entail all five stages of the buying-decision process.
Although it is risky to generalize because consumers are so different, involvement tends to be greater under any of the following conditions:
∎ The consumer lacks information about alternatives for satisfying the need.
∎ The consumer considers the amount of money involved to be large.
∎ The product has considerable social importance.
∎ The product is seen as having a potential for providing significant benefits.
