for health supplement may be limited decision making. For example, a consumer may used a decision rule buy the cheapest brand of vitamins. So next time when they realised they have run out of their vitamins, vitamin prices will be checked during the next visit to the store and the cheapest brand will be selected.A low involvement purchase is one where the consumer does not consider the product significantly important to his or her belief system and does not strongly identify with the product. Students are more involved in purchase of formal clothing because it is important to them and it involves significant financial, social and psychological risks. In comparison, fast food involves little or no risk and is therefore deemed unimportant.Problem recognition regarding health supplements can often be dependent on other aspects of the consumers lifestyle. For example, a problem can be recognised if the student has been working late doing his or her studying and need to boost their energy with energy supplements. As a result, a need is recognised and an intention to buy is formed.4.2Information SearchConsumers search information in order to make appropriate decisions that would meet the best of their interests. The extent of the information search that consumers involved are depended on factors such as the degree of understanding about the product, the level of purchase involvement, and the complexity of the products decision process. If the purchase involvement is low, which required limited information search, internal information search is only needed. But if the purchase involvement is high, which required additional search, it would need both internal and external search. (Neal, Quester & Hawkins, 2000, p.4.4). Formal Clothing The purchase involvement for formal clothing is high for students; therefore students are more likely to engage in heavy amounts of external search of information.But first they will start with th...
