Determinants of Consumer Involvement: A Quantitative Analysis of Laptop Purchase

Consumer involvement is defined as feelings of interest, concern, and enthusiasm held towards product categories and brands. Consumers put more efforts, perceive various risks, and give more time for information searching to purchase a product which costs high and have the property of being more durable. The purpose of the study is to find out the impact of demographic variables and attributes on consumer involvement in purchase of laptop. Zaichkowsky's (1985) uni-dimensional conception of involvement is adapted. Econometric and statistical tools viz. ANCOVA, ANOVA and two sample independent T test are used. Result shows that laptop is high priced and mostly used by erudite people, therefore, education and salary play vital role in the level of involvement with the product. Customers aged between 25 and 35 are highly involved followed by age group below 25 in purchase of laptop, while upper age categories do not show that much involvement, hence age category is also an important determinant to know consumer involvement in product. Marketers must target below 25 age group to motivate them for purchasing laptop. They should make customize laptop and should also target upper age group and educate them about the significance of the laptop.