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【正文】 s it involves huge cost and a long term investment in their life. While purchasing entertainment goods, the difference is significant between two age groups at level lending support to general belief that they give lot of importance to fun and enjoyment because younger generation are moved more by the type and quality of music. Findings in Table 2 show that respondents with a high sense of acplishment as a value have higher purchase decision involvement across all product categories in parison to those having values of selfrespect, security and being selfrespected. It can be concluded that the sense of acplishment is influencing the purchase decision involvement because it is an end state (labeled as terminal value) towards which every one strives to achieve39。(Rokeach, 1982). Similarly, on paring influence of personal values across paired product category, it is evident from Table2 the difference between means for purchase decision involvement for house and entertainment goods is significant at level in respondents with security as dominant value. It can be inferred that people cannot derive security by purchasing an entertainment good rather they go for purchasing a house because the decision to purchase a house is very critical in every one39。s life. Likewise respondents having sense of acplishment as dominant value is also having higher purchase decision involvement for house than that for automobile goods. It can be viewed from the fact that house is part of the basic needs of every individual and therefore, while paring the two it is important to see how much importance people pay to these products, and when ranked the automobile will always bee a luxury in parison to house. The findings implicate that as in buyerseller exchange, it is assumed that some ponent of service is present, even if it is nothing more than locating or bagging. For many routine or low involvement purchases, this service ponent may be of little value to the purchaser beyond the expected norms surrounding the acquisition. These situations are characterized by low customertransaction costs. Straight rebuys exemplify low customer transaction cost situations for industrial purchasers. In fact, the process may be entirely automatic. While moderate customertransaction costs are present in situations involving some effort on the part of the purchaser to obtain the product or service, the costs for grocery shopping and air travel tend to be of this type. Here the buyer must exert some reasonable effort to acquire the goods or services, and additionally require that the service ponent be satisfactorily performed. The increase in customer effort means that the purchaser is more vested in the buying process. Modified rebuys fit into this category for industrial customers. Finally, high customertransaction costs occur when the customer is heavily invested in the purchase process. For consumer markets, they occur with high involvement goods such as a house, car, or a child39。s medical care. With these products, consumers invest a great amount of time, effort, and money in consummating the transaction and the service ponent is generally very important. New task buys fit into this category for industrial firms. Therefore, it can be concluded from the above that the purchase decision involvement is dependent on the transaction cost as well as the values the buyer possesses. Conclusion Findings of this study clearly indicate that that there is significant influence of personal values on purchase decision involvement of various products especially house. The values that are of crucial importance to individuals are being well respected, security, self respect, sense of acplishment out of nine values that have been measured across the two age groups in this study. Though it is clear from this study that values do influence the purchase decision involvement for various products it requires further study to find out whether needs of the respondents interacts with their value system while they mak