Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

783cf08 buying behaviour

453 views

Published on

Published in: Economy & Finance, Business
  • Be the first to comment

  • Be the first to like this

783cf08 buying behaviour

  1. 1. 8/8/2011 Amity Business School Amity Business School Purchase Model for Services Amity Business School • Pre-Purchase Phase Purchase Decisions in Services Prof. P K Bansal • Service Encounter • Post-Purchase Phase Amity Business School Amity Business School Pre-Purchase Phase Internal Pre-Purchase Phase External Factors Factors • Individual needs and • Competitive options wants • Social context • Past experience • Word-of-mouth • Expectations communications • Involvement level Amity Business School Amity Business School Pre-Purchase Phase Firm- Pre-Purchase Phase Risk Produced Factors Types Components of • Promotions Each type • Performance • Pricing • Financial • Uncertainty • Distribution • Time loss • Consequence • Opportunity • Psychological • Social • PhysicalProf. P K Bansal 1
  2. 2. 8/8/2011 Amity Business School Amity Business School Strategies to Reduce performance Risk Strategies to Reduce Opportunity Risk Uncertainty: Certification, branding, communications Uncertainty: Branding Consequences: Quality control standards & procedures, Consequence: Quality control standards & procedures warranties Strategies to Reduce Financial Risk Strategies to Reduce Psychological & Social Uncertainty: Trial purchases, sampling, promotional Risk incentive Uncertainty: Branding, communications Consequences: Guarantees Consequences: Quality control standards & procedures Strategies to Reduce Time Loss Risk Strategies to Reduce Physical Risk Uncertainty: Branding Uncertainty: Instruction, communications Consequence: Compensation offers Consequence: Safety standards Post-Purchase Phase Future Behavior Amity Business School Amity Business School • Evaluation of Service Quality • Satisfied Customers – Technical quality – Repeat purchases – Functional quality – Firm loyalty – Global evaluation of past – Positive word-of-mouth experiences communications • Satisfaction or Dissatisfaction • Dissatisfied Customers – Measure of last service – Only 1 out of 25 complain experience – Firm-switching behavior – Based on service quality – Negative word-of-mouth evaluation communications – Based on past experiencesProf. P K Bansal 2

×