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Relevant Literature:
Consumer Decision-Making Approaches
Consumer decision-making styles are designed, mental and
intellectual orientations that reliably rule a shopper's methodology
in settling on buy decisions (Sproles, 1985, Sproles and Kendall,
1986).
The idea of buying behavior is that individuals purchase products
not for what they do but rather for what they remain for. This idea
suggests that, the product plays a significant role, which goes past
their purposes, what really they implied for, and buyers have a
tendency to build up an association with the product and complete
their purchasing choices based on that.
In the buyer decision making procedure, customers invest a great
deal of time, energy, and effort for more costly items which are
called high involvement products. Previous research shoes that,
under high involvement conditions, purchaser choice procedures are
thought to continue through extended decision making, a
progression of consecutive stages including information inquiry and
assessment of criteria (Celebi, 2009; Browne and Kaldenberg,
1997).
Then again, purchasers invest less time, energy, and effort for less
exciting products which are called "low involvement products. They
are also less expensive. (Celebi, 2009; Wells et al., 1995 and Chung
and Zhao, 2003).
Therefore, the literature recommended that, the above mentioned
high involvement and low involvement products are preferred by
various types of people (Zaichkowsky, 1985).
Thus the main criteria of the decision making process involves the
Product Attribute with respect to the need and values of the
consumers.
If the buyers perceive the item as significant, their participation is
higher (Celebi, 2009). The current interest of this study is to analyze
the Apparel product attributes that influences the purchasing
decision.