assignment on service marketing
Assignment on Service Marketing
“Consumer buying behavior in Services like- Banking, Heath, Insurance ad Recreation”
Submitted to
Shahin Ahmed Chowdhury
Assistant Professor
Department of Marketing
University of Dhaka
Submitted by
Group- “Scintilla”
Number
Name
Roll
1
Md. Jahander Ali
038
2
Kamrul Islam
126
3
Rifat Hasan
128
4
Israt Jahan
142
5
Faiza Noshin Rahman
182
Date of Submission- 24/08/2014
Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behaviour. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Consumer Decision Making: There are three-Stage Model like-
1. Pre-purchase Stage
2. Service Encounter Stage
3. Post-purchase Stage
Consumer behavior model for banking industry
Pre-Purchase
Purchase
Post-purchase
Search, Experience and credence properties
Search indicates the quality that consumer can determine before purchasing a product, in this case the interest rate, Credit card facility may consider.
Experience indicates after services, in this case, the regular updates of offers, the gifts are considered.
Credence means consumer may find impossible to evaluate after purchase.
Consumer choice
Need recognition
For the safety and security need.
Information search
Personal sources- Friends, family.
Perceived risks
Financial risk
Evaluation of alternatives
Similar banks like-
“Consumer buying behavior in Services like- Banking, Heath, Insurance ad Recreation”
Submitted to
Shahin Ahmed Chowdhury
Assistant Professor
Department of Marketing
University of Dhaka
Submitted by
Group- “Scintilla”
Number
Name
Roll
1
Md. Jahander Ali
038
2
Kamrul Islam
126
3
Rifat Hasan
128
4
Israt Jahan
142
5
Faiza Noshin Rahman
182
Date of Submission- 24/08/2014
Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behaviour. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.
Consumer Decision Making: There are three-Stage Model like-
1. Pre-purchase Stage
2. Service Encounter Stage
3. Post-purchase Stage
Consumer behavior model for banking industry
Pre-Purchase
Purchase
Post-purchase
Search, Experience and credence properties
Search indicates the quality that consumer can determine before purchasing a product, in this case the interest rate, Credit card facility may consider.
Experience indicates after services, in this case, the regular updates of offers, the gifts are considered.
Credence means consumer may find impossible to evaluate after purchase.
Consumer choice
Need recognition
For the safety and security need.
Information search
Personal sources- Friends, family.
Perceived risks
Financial risk
Evaluation of alternatives
Similar banks like-