【導(dǎo)讀】隨著經(jīng)濟的全球化，大量優(yōu)質(zhì)的具有競爭力價格的產(chǎn)品被提供。消費中不同的參與程度被稱為購買決策的參與。究理論的建立，可以應(yīng)用于企業(yè)關(guān)于品牌定位策略和促銷策略。消費過程中主動觀察的動態(tài)畫面。同樣，Greenwald、Levitt認為，參與是指個人的相。關(guān)性或相關(guān)產(chǎn)品的重要性。一個目標導(dǎo)向的激勵能力。的定義，參與是從需求、動機和利益上直接涉及到目標對象。于買方的參與程度和品牌之間的差異程度。消費者進行復(fù)雜的購買行為是因為在高的。據(jù)觀察，消費者往往偏。一些研究試圖區(qū)分品牌參與和產(chǎn)品參與，區(qū)分態(tài)度持久和參與響應(yīng)。同樣，研究人員集中在行為參與方面。的有關(guān)因素，如產(chǎn)品信息和評價的搜索等因素。另有一些人認為，參與應(yīng)該由該產(chǎn)品所引起的消費者的重視程度去衡量。式，個人和社會是可能存在相反的行為或狀態(tài)或逆向模式。示例：它包括200個lndore和Allahabad的受訪者。

　　

【正文】 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 make purchase decisions. Besides the above factors, the various age groups ranging from 18 to 60 years, ine level and gender of the respondents should also be studied to derive an appropriate link between the personal values and the purchase decision involvement, as these may act as an intervening variable.