Today's society is characterized by consumption and consumers are offered endless amount of choices. This has developed thanks to society's susceptibility to consumption. Market competition is increasing constantly, which forces companies to evolve more and more in order to get a good knowledge of the consumer. A committed company can adapt and develop different marketing strategies using the knowledge of consumer behavior, thereby acting as a competitive tool that strengthens their market position. Products that brings forth a certain behavior of the consumer, such that the consumer will be prone to spend more time in searching information, refers to as high involvement products. During the decision making process, the consumer can be influenced by everything from past experience to perception of personality.

The study is designed using only primary data and the survey is based on open interviews with five consumers who have made a purchase of a high involvement product within the last month. With the help of theories and previous research, the collected data analyses some of the different factors that can influence the consumers during the consumer buying decision process of a high involvement product.

A clear connection can be found between consumer buying decision process and the different characteristics which are reflected in the study's theory chapter. The most recurrent attributes that the consumers have been affected by the purchase decision process first step, appear to be also upcoming in the following stages.

The most frequent factor, as consumers proved most affected by are groups. Primary groups, in the form of parents, family members and friends, returning several times at all of those asked consumers purchase decision process. The reason can be that the feeling of trust from the costumer’s side is higher in the primary groups, while there may exist lack of trust for retailers as they may seem to act for company or personal gain.