presentation big bazaar
TRANSCRIPT
MODULE 2
CONSUMER BEHAVIOR IN
SERVICES
CONSUMER BEHAVIOUR IN SERVICES
Consumer buying behaviour refers to the buying behaviour of final consumer individuals and households who buy goods and services for personal consumption.
GOODS/SERVICES CHARACTERISTICS
GOODS HIGH ON SEARCH ATTRIBUTES
SERVICES HIGH ON EXPERIENCE AND CREDENCE ATTRIBUTES
SEARCH, EXPERIENCE AND CREDENCE PROPERTY
Search attributes Experience attributes Credence attributes
CONSUMER DECISION MAKING PROCESS
Need recognition Search for information Evaluation of alternatives Purchase and consumption Post –purchase
NEED RECOGNITION
Physiological. Safety and security. Social. Self esteem. Self actualization.
SEARCH FOR INFORMATION AND PERCEIVED RISK
1.Search for information2.Perceived Risk Financial risk Functional risk Physical risk Psychological risk Social risk Time risk
CONSUMER DECISION MAKING PROCESS
NEED RECOGNITION
SEARCH FOR INFORMATION
EVALUATION OF ALTERNATIVES
PURCHASE DECISION
POST- PURCHASE
EVALUATION
External
Sources
Internal sources
Environmental
factors
MARKET ACTIVITIES
LEVEL
OF
Most Important Factor Least Important Factor
FACTORS THAT INFLUENCE CUSTOMER PERCEPTION OF SERVICES
Customer satisfaction
Product
Sales-activity
Culture
After-sales
Word-of –mouthcommunication
Expected service
Past Experiences
Advertising
Contact Personnel
Perceived service
Perception
Technical Service Quality
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