External and internal factors have
been proven to be the forces that drive consumer behaviors. The extent of
involvement in a purchasing decision is seen as low or high fluctuates by
consumers, not by products. If consumers have expertise in products, they may make
buying decisions relatively very quickly, while other consumers may need to
acquire and digest more information to form evaluation before jump into a
decision. The extent of involvement indicates the importance and the joy in
consuming the product, the amount of necessary information needed 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.
Sometimes, consumers spend time thinking about product they desire, evaluating
and comparing them considerately, then stop and never proceed to the purchase
stage. Regular, basic products such as mineral water, milk do not necessitate
consumers to search for more information or assess other options. Consumers
simply buy them as soon as they recognize a need. The level of involvement in
the buying decisions incline to decrease if the products are relatively inexpensive;
when consumers are exposed to a less risky situations (both financial and
timing) they are disappointed by buying the product.
Consumers automatically respond to
purchase decisions if those decisions are repetitive and based on restricted
information. 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.
attempt to encourage consumers to make impulse purchases in by creating
unplanned shopping situation. For example, 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.