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Consumer Behavior in Services

Consumer behavior is the study of how individuals, groups, or organizations select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs. When choosing services, consumers go through need recognition, information search through mass media and selective sources, and evaluation of alternatives before purchasing a service. The consumer experience of a service is very important, as services are high in experience, and consumer evaluation of the experience is critical to marketing strategies for services. After the experience, consumers will evaluate through word of mouth, brand loyalty, and positive or negative bias.

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suhana
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126 views

Consumer Behavior in Services

Consumer behavior is the study of how individuals, groups, or organizations select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs. When choosing services, consumers go through need recognition, information search through mass media and selective sources, and evaluation of alternatives before purchasing a service. The consumer experience of a service is very important, as services are high in experience, and consumer evaluation of the experience is critical to marketing strategies for services. After the experience, consumers will evaluate through word of mouth, brand loyalty, and positive or negative bias.

Uploaded by

suhana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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A presentation on Consumer behaviour in

services by
Suhana Jeelani Khan

Consumer behaviour?
Study of individuals, groups or organizations
and the processes they use to select, secure,
use and dispose off products, services,
experience, or ideas to satisfy needs.

HOW COSUMERS CHOOSE


SERVICES
Need recognition

Need recognition:
Self actualization

INFORMATION SEARCH
Mass communication and selective media

Evaluation of

alternatives
Service purchase

Consumer Experience:
The Experience is the Marketing
The experience dominates an evaluation
process in services.
Services are high in experience and thus
how consumer evaluate experience of
service is very critical.
Experiences form the core of strategies in
case of marketing for services.

POST EXPERIENCE EVALUATION

Word of mouth
Brand loyalty
Positive and negative bias

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