Every consumer day in and day out is faced with taking decisions while purchasing various products. How far they are involved in their decisions is dependent on many factors. One such factor is the personal values or preferences that an individual has in one's life. These values guide the consumer in making purchase decisions about various categories of products. The present paper attempts to understand the relationship between purchase decision involvement and personal values among 200 respondents belonging to two age groups (18-24 years) and (30-35 years) respectively.
Get full access to this article
View all access options for this article.
References
1.
BeattyS.E.KalheL.R.HomerP.MisraS. (1985). Alternative measurement approaches to consumer values: The list of values and the Rokeach value survey. Psychology and Marketing, 2 (Fall), 181–200.
