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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