products such as formal clothing.In the questionnaire conducted regarding to health supplements and formal clothing, respondents were asked to fill in a table base on Judy Zaichowskys Personal Involvement Inventory (1994). The table required respondents to rank health supplements and formal clothing from one to seven for different involvement attributes. The results are displayed on the graph below: As the graph shows, students responded that formal clothing is consider to be much greater of importance than health supplements. Most attributes were ranked higher for formal clothing and health supplements were ranked lower due to its less importance to students.4.3Evaluating of AlternativesWhile consumers are gathering information about various alternative solutions to a recognised problem, they evaluate the alternatives and select actions that seem most likely to solve the problem.Evaluative criteria are the various features a consumer looks for in response to a particular problem. The number of evaluative criteria used by consumers depends on the product, the consumer and the situation. ((Neal, Quester & Hawkins, 2000, p.5.3-5.4 & p.5.22)Formal ClothingIn the process of evaluation, a student will evaluate the characteristics of various formal clothing and choose the one that is most likely to fulfil her or her needs. The evaluative criteria of the students include tangible cost, social and psychological measures. The importance of particular evaluative criteria differs from consumer to consumer.The decision to purchase formal clothing is base on the following evaluative criteria:Price the price range in which the students can afford and the price they are willing to pay. There are many important aspects associated with the evaluation of price. These include the alternatives they have to substitute in order to buy the formal clothing. Quality this also involves price; as to what level of quality they want for their formal clo...
