CONSUMER INVOLVEMENT IN BUYING DECISIONS – THE EXAMPLE OF THREE FOOD PRODUCTS IN CROATIA

2004, 5 (3)   p. 151-160

Jerko MARKOVINA, KOVAČIĆ Damir, RADMAN Marija

Abstract

The goal of this research was to create an instrument suitable for the measurement of consumer involvement construct and to verify its metric characteristics. The involvement scale was tested on a sample of 283 consumers of wine, cheese and honey. The statistical analysis of results showed satisfactory validity and reliability of the instrument. High level of consumer involvement was found for wine and cheese, whereas consumer involvement for honey was somewhat lower. These results show that consumers, when buying wine, cheese and honey, do not make their buying decisions impulsively, but they search for the additional information about the products. The scale used in this article can also be used to measure involvement levels for different food and other products in the Croatian market.

Keywords

involvement, buying decisions, food

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