Abstract

The purpose of this study is to examine the effect of involvement on the consumer decision process. In this study, involvement includes individual, social, and behavioral factors. The statistical population of this study includes the customers that have purchased from BALL chain stores in the city of Isfahan in 2013. A sample of 300 customers has been selected for survey through random sampling method. Data-collecting instrument is a questionnaire. The results of this study indicate that there are significant positive relationships between involvement and consumer decision process. Also significant positive relationships have been observed between personal and behavioral factors with consumer decision process, but any significant relationship has not been observed between social factors and consumer decision process. The results of this study help the marketers to understand the consumers’ behaviors so that implement appropriate strategies for their products and help their company to achieve its goals and survive in the nowadays competitive world.

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