Consumer behaviors have been thought that they are influenced by a variety of factors. Level of involvement of a buying decision is seen as low or high fluctuates by consumers, not by products. Based on customer’s experience and knowledge, some buyers are able to make quick buying decisions, while others may need to acquire more information and evaluate them before jump into a decision. The extent of involvement indicates the importance of the product, the interest in consuming it, and the amount of necessary information to close a purchase. The extent of involvement in purchasing decisions may be seen as a sequence ranging from repetitive decisions (consumers are indifferent) to high-involved decisions that necessitate an extensive consideration. Consumers with no idea about a product may be more involved than somebody already has experienced it. People have often thought about several products they need or want but stopped at that stage. Sometimes, they come across those products and look at them, evaluate and compare them considerately, then stop and never proceed to the purchase stage. When some products are running out such as milk, sugar, they will be refilled right after consumers recognize the need. Regular, basic products do not necessitate consumers to search for more information or assess other options. As Nike says in their slogan “just do it”. The level of involvement in the buying decisions incline to decrease if the products are relatively cheap, and carry a low risk (both financial and timing) if the buyer are disappointed by buying them.
Consumers automatically respond to purchase decisions if those decisions are repetitive and based on restricted information, or their past experience. For instance, if a Cappuccino is always the beverage to be ordered, a routine response behavior is generated. Consumers may be not interested in trying new beverages because the routine is to take a Cappuccino, and they simply do it.
Low-involvement decisions are also made in some unplanned situations. These purchasing decisions are referred to impulse buying. While checking out at the convenient store , buyers maybe come across a newspaper with a shocking news about the stock market and buy it immediately simply because they want to read it. This kind of decision is a typical low-involvement decision. Although low-involvement decisions aren’t always for impulse purchase, they can be.