Environment and internal factors have been proven to be the forces that drive consumer behaviors. The extent of involvement in a purchasing decision is seen as low or high fluctuates by consumers, not by products. If consumers have expertise in products, they will be able to make quick buying decisions, while other consumers may need to acquire and digest more information to form evaluation before jump into a decision. The extent of involvement indicates the importance and the interest in consuming the product, the amount of necessary information needed to close a purchase. The extent of involvement in purchasing decisions may be seen as a sequence ranging from repetitive decisions (consumers are indifferent) to high-involved decisions that necessitate an extensive consideration. Consumers with no idea about a product may be more involved than somebody already has experienced it. People have often thought about several products they need or want but stopped at that stage. Sometimes, they come across those products and look at them, evaluate and compare them considerately, then stop and never proceed to the purchase stage. Regular, basic products such as mineral water, milk do not necessitate consumers to search for more information or assess other options. Consumers simply buy them as soon as they recognize a need. The level of involvement in the buying decisions incline to decrease if the products are relatively cheap; when consumers are exposed to a less risky situations (both financial and timing) they are disappointed by buying the product.
Consumers automatically respond to purchase decisions if those decisions are repetitive and based on restricted information. For instance, if a Cappuccino is always the beverage to be ordered, a routine response behavior is generated. Consumers may be not interested in trying new beverages because the routine is to take a Cappuccino, and they simply do it.
Marketing professionals attempt to encourage consumers to make impulse purchases in by creating unplanned shopping situation. For example, while checking out at the convenient store , buyers maybe come across a newspaper with a shocking news about the stock market and buy it immediately simply because they want to read it. This kind of decision is a typical low-involvement decision. Although low-involvement decisions aren’t always for impulse purchase, they can be