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Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
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Consumer behaviour for services ppt @ bec doms bagalkot mba marketing

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Consumer behaviour for services ppt @ bec doms bagalkot mba marketing

Consumer behaviour for services ppt @ bec doms bagalkot mba marketing

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  • 1. Consumer Behaviour for Services
  • 2. Consumer Behaviour Service DifferencesP Intangibility problemP Consumer involvementP Perceived RiskP Sources of Information
  • 3. Consumer Evaluation Processes for Services²Search Qualities ± attributes a consumer can determine prior to purchase of a product²Experience Qualities ± attributes a consumer can determine after purchase (or during consumption) of a product²Credence Qualities ± characteristics that may be impossible to evaluate even after purchase and consumption
  • 4. Continuum of Evaluation for Different Types of Products Most Most Goods ServicesEasy to evaluate Difficult to evaluate Clothing Jewelry Furniture Houses Automobiles Restaurant meals Vacations Haircuts Child care Television repair Legal services Root canals Auto repair Medical diagnosis { { { High in search High in experience High in credence qualities qualities qualities
  • 5. Services - Decision Making Process Need awareness Information search Memory Memory Evaluation of service suppliers Future Intentions Request serviceEvaluation Service delivery
  • 6. Categories in Consumer Decision-Making and Evaluation of Services Information Evaluation of Search Alternatives Use of personal sources  Evoked set Perceived risk  Emotion and mood Purchase and Post-Purchase Consumption Evaluation Service provision as drama  Attribution of dissatisfaction Service roles and scripts  Innovation diffusion Compatibility of customers  Brand loyalty
  • 7. Consumer Categories in Decision-Making and Evaluation of Services Information Search Evaluation of Alternatives Use of personal sources  Evoked set Perceived risk  Emotion and mood Culture  Values and attitudes  Manners and customs  Material culture  Aesthetics  Educational and social institutions Purchase and Post - Purchase Consumption Evaluation Service provision as drama Attribution of dissatisfaction Service roles and scripts Innovation diffusion Compatibility of customers Brand loyalty
  • 8. Key Issues for Decision MakingE Who is involved in the decision making process?E How long does the process take?E What is the set of competing services from which consumers make their choice?E What is the relative importance attached by decision makers to different elements of the service offer?E What sources of information are used in evaluating competing service offers?
  • 9. Maslow’s Hierarchy of Needs E.g -Meals Internal Satisfaction Experiment with ethnic cuisine Self- actualisation A meal at the best The respect of others Esteem restaurant in town Action for and Social meal with from others Love friends and family Safe food from a Survival Safety reputable sourceSatisfaction of Food from anybasic hunger Physiological uncontaminated source
  • 10. Information Sourcesp Previous personal experiencep Word of Mouth recommendation (WOM)p Reference groupsp Media communicationsp Internet sources
  • 11. Evaluation of Alternativesp A process of choice reduction.p ‘Rules’ based approaches used.p Critical attributes, average score of all attributes, or weighted attributes.
  • 12. Perceived RiskFactors affecting perceived risk:P The level of tangible evidenceP Buyer involvementP New purchaseP Personal risk toleranceP Situational factorsP Legal safeguards

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