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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.
Usage Segmentation Marketers are familiar with that the occasion or situation frequently determines what consumers will purchase or consume. For this reason they occasionally fo
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