6. Figure 2.1 Continuum of evaluation for different types of products Clothing Jewelry Furniture Houses Automobiles Restaurant v meals Vacations Haircuts Child care Television repair Legal services Root canals Auto repair Medical diagnosis Difficult to evaluate Easy to evaluate High in search qualities High in experience qualities High in credence qualities Most Goods Most Services
7. Figure 2.2 Stages in consumer decision making and evaluation of services
8. Need recognition Basic needs identified by Maslow Example Service provided Physiological Food Restaurant Safety, security Security Bodyguard services Social Friendship Dating agency Ego Self esteem Gym membership Self actualisation Enriching experience Bungee jumping
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