In the competitive marketing environment, products serve almost equal utility and functionality, necessitating for the consumers to undergo complex decision making. A varied set of parameters such as price, quality, design and energy efficiency are therefore applied to facilitate comparison...

Consumers differ in terms of both the level of involvement they feel for different products and source of their involvement, termed here as antecedents of involvement with a product Broadly, the antecedents of involvement are categorised into personal, product and situation related factors. This...