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    Consumer behavior

    Another research by Sandhu (2012) mentioned that in case of a negative publicity of an organization, the consumer behavior of the males will remain the same for the low involvement product categories. This implies that the household products, grocery items and other less expensive products will be purchased in the same manner and proportion by the males even if there is a negative publicity for their manufacturing organizations. However, in reference to the high involvement product, the male consumers will not take the risks because of the high costs involved in the purchase decision. This implies that in case of the high involvement product categories such as automobiles, jewels, real estate and many more, the male consumers will also shift their consumer behavior on the basis of negative publicity of the brand. This research was concluded with a sample size of approximately 1000 male consumers. Out of the entire sample, approximately 72 percent mentioned that they will not be taking risk with the high involvement category products and hence will shift to the competing brand in case of the negative publicity of the organization. Many respondents gave the example of Volkswagen. This organization is facing a big controversy at present in the global markets and hence the male consumers clearly mentioned that they would not like to make a purchase decision from this company in the near future. Therefore, this research work showed the other side of the coin as well. It is a very transparent fact that the concept……………………

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