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Q. How does the customer use the information obtained?
A significant determinant of the extent of evaluation is whether the customer feels 'involved' in the product. By participation we signify the degree of perceived relevance and personal importance that accompanies the choice.
Where a buying is 'highly involving' the customer is likely to carry out extensive evaluation.
High-involvement purchases include those involving high expenditure or personal risk - for instance buying a house a car or making investments.
Low involvement purchases (example buying a soft drink choosing some breakfast cereals in the supermarket) have extremely simple evaluation processes.
This is caused when the information gathered is different from the information sought. For example respondents are asked to indicate whether they own a color television set,. Some
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