Consumer Behavior in Service Marketing by p.rai87@Gmail

8/8/2019 Consumer Behavior in Service Marketing by p.rai87@Gmail

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WHAT IS CONSUMER

BEHAVIOR?

Consumer behavior is the study ofhow and why people acquire and

use products or services for

themselves and/or their

household.


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CHARACTERSTICS

1) Process by which individual decide whether, what, when,

from whom, where & how much to buy.

2) It comprises both mental & physical activities of a

consumer.3) An individual Behavior is influenced by internal &

external factors.

4) It is influenced by a No. of marketing stimuli offered by

marketer.

5) They learn & thereby change their attitudes & behavior.


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INFLUENCES ON CONSUMER BEHAVIOR PSYCHOLOGICAL FACTORS

SOCIAL AND CULTURAL FACTORS

PERSONAL FACTOR


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PSYCHOLOGICAL FACTORS

MOTIVATION :-

Motive (drive) a need that is sufficiently pressing to direct the personto seek satisfaction of the need

PERCEPTION :-

The process by which people select, Organize, and interpret

information to form a meaningful picture of the world.

LEARNING:-

Changes in an individuals behavior arising from experience.

BELIEFS AND ATTITUDES :-

Belief is a descriptive thought that a person holds about something

Attitude, a Person's consistently favorable or unfavorable evaluations,

feelings, and tendencies towards an object or idea


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SOCIAL AND CULTURAL FACTORS

SOCIAL FACTORS

GROUPS

FAMILY

ROLES AND STATUS

CULTURAL FACTORS:

CULTURE :- Culture is the most fundamental determinant of

a persons wants and behavior. It also derives consumers

tastes and preferences.

SUBCULTURE:- Each culture contain smaller group ofsubculture that provide more specific identification and

socialization for its members


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PERSONAL FACTORS

OCCUPATION

LIFE STYLE

AGE AND LIFE CYCLE STAGE

ECONOMIC SITUATION

PERSONALITY AND SELF CONCEPT


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CUSTOMER EXPECTATION OF SERVICE

Customer expectations are the

beliefs about service delivery thatserve as standards or reference

points against which performance is

judged.


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LEVELS OF CONSUMER EXPECTATION


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CUSTOMER PERCEPTION OF

SERVICE

Customers perceive services in terms

ofquality of service & how satisfiedthey are overall with their

experiences.


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CUSTOMER PERCEPTIONS OF

QUALITY AND CUSTOMER

SATISFACTION


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CUSTOMER SATISFACTION

It is a judgment that a product or service

feature or the product or service itself

provides a pleasurable level of consumption

related fulfillment.

It is the customers evaluation of a product or

service in terms of whether it has met the

customers needs & expectations. Its failureleads to dissatisfaction.


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DETERMINANTS OF CUSTOMER

SATISFACTION PRODUCT & SERVICE FEATURES CUSTOMER EMOTIONS- your mood

ATTRIBUTION FOR SERVICE SUCCESS OR FAILURE:

how much the customer blames or credits thefailure or success of a service on the serviceprovider

PERCEPTION OF EQUITYOR FAIRNESS: have I been

treated fairly compared to other customers? PERCEPTION OF FAMILYMEMBERS, FRIENDS, PEERS

ETC


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OUTCOMES OF

CUSTOMER SATISFACTION

Increased customer retention

Positive word-of-mouth communications

Increased revenues


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IMPLICATION FOR SERVICE

PROVIDERS

Marketers should be careful in satisfying existing

customers.

Assistance of service providers plays an important

role.

Customer becomes a part of service delivery

process.

Time taken to deliver the service forms the basisof competition.

Demand for both quality and customization poses

a challenge to service providers.


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CONSUMER DISTINCTIVE

BEHAVIOR PATTERN TOWARDSSERVICES

Consumer rely more on information from

personal services Engage in greater post purchase evaluation

and information seeking.

Consumer Perceive greater risk. Mood plays an important role.


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CONSUMER PURCHASE DECISION PROCESS

A general model of the buyer decision

process consists of the following steps: Need recognition;

Information Search

Evaluation ofAlternative Purchase decision

Purchase

Post-purchase behavior/buyer's remorse (cognitivedissonance)


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Consumer Behavior in Service Marketing by p.rai87@Gmail

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