Changing Paradigms of Mobile Technology Acceptance

ABSTRACT

The present study explores the dimensions of involvement in buying of Fast Moving Consumer Goods and explores involvement profiles of respondents. A Sample of 542 respondents revealed five dimensions of involvement—Perceived product importance, interest, Pleasure values, Perceived Sign values and probability of mispurchase. Involvement segmentation approach was used to categorizing FMCGs customers and grouped them as–Passive, Amateur and Active Buyers. The present study provides valuable insights to marketers in framing marketing strategiesto maintain and enhance the knowledge and enthusiasm of Active Buyers as well as to arouse the Passive customers.This study highlights the need to think about involvement as a specific product class phenomenon.

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