Correlation of consumer involvement and consumer purchase decision on packaged beef products

Abstract

Consumers need to search for extensive and impartial information before purchasing to obtain the best product when choosing appropriate beef products. The study aimed to understand the correlation between consumer involvement and consumer purchase decisions concerning in selection of packaged beef. The primary data were collected by the structured questionnaire and disseminated to 303 respondents. Method of the study is a survey, and data were analyzed and interpreted using Spearman Rank Correlation. Studies using a one-sample t-test indicate significantly different involvements to hypothesized value on economic, functional, and symbolic dimensions. Furthermore, the correlation between consumer involvement and consumer purchase decisions showed a positive influence. This study found that consumers remain to prioritize the economic dimensions in case of purchasing packaged beef products. The marketing challenges of livestock products can be overcome by developing a strategy based on consumer involvement.