Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
-
Upload
mba-corner-by-babasab-patil-karrisatte -
Category
Business
-
view
2.002 -
download
2
description
Transcript of Consumer behaviour for services ppt @ bec doms bagalkot mba marketing
Consumer Behaviour for Services
Consumer Behaviour Service Differences
Intangibility problem
Consumer involvement
Perceived Risk
Sources of Information
Consumer Evaluation Processes for Services
Search Qualitiesattributes a consumer can determine prior to
purchase of a productExperience Qualities
attributes a consumer can determine after purchase (or during consumption) of a product
Credence Qualitiescharacteristics that may be impossible to evaluate
even after purchase and consumption
Continuum of Evaluation forDifferent Types of Products
Clo
thin
g
Jew
e lry
Fu
rnit
ure
Ho
use
s
Au
tom
ob
iles
Res
tau
ran
t m
eal s
Vac
atio
ns
Ha i
rcu
ts
Ch
ild
ca r
e
Tel
evi
sio
n r
epai
r
Leg
al s
ervi
ces
Ro
ot
can
als
Au
to r
epai
r
Med
ica l
dia
gn
os i
s
Difficult to evaluate Easy to evaluate
{High in searchqualities
High in experiencequalities
High in credencequalities
{{Most
GoodsMost
Services
Services - Decision Making Process
Need awareness Information search
Evaluation of service suppliers
Request service
Service delivery
Evaluation
Future Intentions
MemoryMemory
Categories in Consumer Decision-Making and Evaluation of Services
Information Search
Evaluation of Alternatives
Purchase and Consumption
Post-Purchase Evaluation
Use of personal sources Perceived risk
Evoked set Emotion and mood
Service provision as drama Service roles and scripts Compatibility of customers
Attribution of dissatisfaction Innovation diffusion Brand loyalty
Consumer Categories in Decision-Making and Evaluation of Services
Information Search Evaluation of Alternatives
Purchase and Consumption
Post - Purchase Evaluation
Use of personal sources Perceived risk
Evoked set Emotion and mood
Service provision as drama Service roles and scripts Compatibility of customers
Attribution of dissatisfactionInnovation diffusionBrand loyalty
Culture Values and attitudes Manners and customs Material culture Aesthetics Educational and social institutions
Key Issues for Decision Making
Who is involved in the decision making process? How long does the process take? What is the set of competing services from which
consumers make their choice? What is the relative importance attached by decision
makers to different elements of the service offer? What sources of information are used in evaluating
competing service offers?
Maslow’s Hierarchy of Needs
Self-actualisation
Esteem
Love
Safety
Physiological
E.g -Meals
Experiment with ethnic cuisine
A meal at the best restaurant in town
Social meal with friends and family
Safe food from a reputable source
Food from any uncontaminated source
Internal Satisfaction
The respect of others
Action for and from others
Survival
Satisfaction of basic hunger
Information Sources
Previous personal experienceWord of Mouth recommendation
(WOM)Reference groupsMedia communicationsInternet sources
Evaluation of Alternatives
A process of choice reduction.
‘Rules’ based approaches used.
Critical attributes, average score of all attributes, or weighted attributes.
Perceived Risk
Factors affecting perceived risk: The level of tangible evidence Buyer involvement New purchase Personal risk tolerance Situational factors Legal safeguards