Consumer behaviour in Services and Service Purchase Decison Making Process

Services have different characterics. And consumer behaviour will be affected by the different features of servicesand also difference in purchase decisions

1. Services Marketing Prepared by Dr S.Varalakshmi,MBA,Ph.D Assistant Professor Department of Management Studies GVPCDPGC

2. Consumer behaviour  is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and  services  to satisfy their needs and wants. It refers to the actions of the  consumers  in the marketplace and the underlying motives for those actions. Consumer Behaviour in Services

3. Consumer Behaviour in Services How consumers seek, choose, purchase, experience and evaluate services

4. Factors Influencing Consumer Behaviour

5. Family Reference groups Social class Cultural and Social factors

6. Personal and Physical factors Occupation Economic position Status Personality and self concept Lifestyle Age Gender Health Height and weight Beauty

7. Psychological Factors Motivation Perception Learning Attitudes and Beliefs

8. How do consumers develop expectations

9. Zone of Tolerance The  zone ‐of‐ tolerance  (ZOT) is an innovative concept that has attracted recent attention in the  services marketing  domain. The ZOT represents a range of  service  performance that a customer considers satisfactory, which recognizes multiple expectation standards, specifically adequate and desired expectations. The ZOT is defined as “the difference between desired service and the level of service considered adequate”

10. Zone of Tolerance