Customer Perception Towards High and Low Involvement Product Categories

dc.category	Book Chapter
dc.contributor.author	Shanthi, P
dc.date.accessioned	2018-06-13T11:18:28Z
dc.date.available	2018-06-13T11:18:28Z
dc.date.issued	2017
dc.department	Commerce	en_US
dc.description.abstract	In today’s competitive market, having a well-thought marketing strategy is a key contribution to corporate success. There is enormous variability in the customers buy and use products .The purpose of the study is to understand the customer perception towards high and low involvement product categories and their purchase behavior. Descriptive research was used for the study. The data were collected from primary and secondary sources. Primary data were collected with the help of a structured interview schedule from 150 respondents and were analyzed using the statistical tools namely Descriptive statistics and Garrate ranking. The study shows that the company has to pay maximum attention to the quality , similarity of the products in high involvement category and target the customers in search of new products and innovativeness is found to be a major constituent of low involvement product category.	en_US
dc.identifier.issn	978-81-933882-0-4
dc.identifier.uri	https://ir.avinuty.ac.in/handle/avu/3887
dc.lang	English	en_US
dc.publication.category	Book Chapter	en_US
dc.publisher.name	Changing Paradigms in Indian Business	en_US
dc.publisher.type	National	en_US
dc.title	Customer Perception Towards High and Low Involvement Product Categories	en_US

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