In the field of high-technology and high-involvement products, launch of new products is seen as very high. The usage of multiple electronic gadgets in every household is an example of such growth and emphasizes the importance of responsible marketing of high-technology products to cater to such needs. Even high-tech companies that understand the importance of marketing face uncertainty and complications in making marketing decisions and also in the understanding of consumer requirements. For any high-involvement product category, the decision-making time is normally long and customers generally evaluate the information available very cautiously. They also involve in active information search process. The risk associated with such decision is very high. Here the word high technology is set to mean ‘sophisticated knowledge associated with some general field of endeavour’ and marketing of such high technology driven products is being faced by growing set of complexities. Again one of the major advantages any reputed brand enjoys compared to other non-reputed brands is the association of psychological assurance. Customers develop trust on reputed brands. This article tries to find out the influencing factors of buying high- technology and high-involvement products. The role of brand image in influencing the consumer’s decision- making of high-technology products is examined in this article. This article classifies the high-technology customers based on their decision-making styles and their acceptance of extended brands.
The paper deals with the results of the primary research which purpose was to examine the impact of brand on influencing consumers to purchase a product. The goal of the paper is to stress the fact that the brand has an impact on customer decision-making process. Original primary data within the primary research were collected by using a quantitative method of questionnaire. Into the quantitative research was involved selected group of 1,250 respondents. Partial results of the complex research conducted between 2009 and 2014 are subject to the content of the paper. Primary research was conducted continuously during the period of six months in 2014 in Slovakia. An established questionnaire was pilot tested and revised before it was used. As the statistical method was used chi-square test. Based on above stated subject area of research have been formulated two hypotheses focused on relationship between the age of respondents and purchasing branded products and between the age of respondents and brand preference. We have found that purchasing of branded products and preference of brand origin depends on the age of consumers.