People will find it difficult to decide where to purchase when a particular product brand is available in multiple retailers. Since consumers will spend much more time and effort to do the research for high involvement products, factors like price, after-sales services, familiarity of the brand etc. will affect consumers decision. However, people will not struggle in where to buy the low involvement products, because they tend to put less effort and time into these products.
Retailer is the one who sells goods or services directly to the consumers. A particular product can be available in multiple retailers. The aim of this report is to discuss why the consumers might find it... View More »