Consumer Behaviour in the Purchase of High and Low Involvement

Introduction
Consumer behaviour is defined as the behaviour that consumers display in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs. Consumer behaviour includes how consumers think (their mental decisions) and feel, and the physical actions that result from these decisions (the purchase). [7]
Abraham Maslow's "hierarchy of needs" theory identifies the higher-order needs (ego needs and self-actualisation) and lower-order needs which are physiological, safety, and social needs [10]. …