The Role of Consumer Involvement in Organizations for Crafting Strong Relationships with Consumers

The idea that consumers differ in the amount and type of effort they put into shopping is not new to marketing. Consumer Involvement is a need-based motivational attitude toward information systems and their development. The Means-Ends Chain (MEC) approach is used to identify the consequences and values that consumers attach to product attributes. Attributes differentiate competing products from each other in the mind of the consumers. Consumers’ involvement with purchasing influences their purchase behavior and that different consumer types (market segments) can be identified on the basis of their involvement. Purchasing involvement is a promising variable in marketing for three reasons. First, it may be combined with products and situation involvement to better explain buying behavior. Second, it is possible that purchasing involvement may be significantly related to personality variables. Third, and perhaps of most immediate practical significance, purchasing involvement may be related to a number of purchasing activities which are not product specific and significantly impact marketing strategy.