Buyer Behaviour Towards Marketing Services


By

S. Aravinth
Senior Lecturer
Karpagam College of Engineering

Dr. Jelsy Joseph
Director
Karpagam Arts and Science College
 


Marketing and environmental stimuli enter the buyer's consciousness. The Buyer's characteristics and decision process lead to certain purchase decisions.

Major factors influencing buying behaviour

Cultural Factors
Social Factors
Personal Factors
Psychological Factors

Cultural Factors

* Culture
* Subculture
* Social Class

Social Factors

* Reference Groups
* Family
* Roles and Statuses

Personal Factors

* Age and stag in the life style
* Occupation and Economic circumstances
* Life Style
* Personality and Self Concept

Psychological Factors

* Motivation (Maslow Hierarchy)
* Perception
* Learning

BUILDING CUSTOMER SATISFACTION


*
Consumer satisfaction is the fulfillment of a need or want.
* Satisfaction depends on the consumer's state of mind.
* Satisfied customers lead to word of mouth publicity.
* Positive feedback from the existing customers can be very rewarding.

MARKETING OF SERVICES


* Activities, benefits, or satisfactions which are offered for sale or provided in connection with the sale of goods

*
Services represent either intangibles yielding satisfactions directly (transportation, housing) or intangibles yielding satisfaction jointly when purchased either with commodities or either services (credit, delivery)

CHARACTERISTICS OF SERVICES

1. Intangibility
2. Inseparability
3. Perishabiltiy
4. Heterogeneity
5. Customer participation
6. Ownership

THE SERVICE MARKETING MIX

PRODUCT

* A service Product refers to an activity or activities that a marketer offers to perform, which results in satisfaction of a need or want of a predetermined target customer.
* Service is the offering of a firm in the form of activities that satisfy needs such as hair styling done by a hair-dresser.
* Four levels of product

a. General product'
b. The expected product
c. The augmented product
d. The potential product

PRICE

Services have intangible nature. Due to this nature the marketer faces a greater difficulty in fixing his price in service marketing.

Service

Price

Service

Price

Education

FEE

Transportation

FARE

Legal Service

FEE

Employee services

Salary

Health Care

FEE

Road Use

TOLL

Property use

RENT

Financial Services

INTEREST/ COMMISSION

Adverting

COMMISSION

   

FACTORS INFLUENCE THE PRICE

* Structure of the market
* Type of the organization
* Price charged by competitors.
* The life-cycle stage of the service
* Organizational objective and Regulations of government

PROMOTION

Promotion Communicate information about services to the target audience there by facilitating the exchange process. There are four elements of promotional mix: -

* Advertising
* Personal selling
* Sales promotion
* Publicity / Public Relations

PLACE

A distribution element of service marketing mix, is concerned with two main issues: - Accessibility and availability. A key decision with regard to distribution is location. There are several key factors to be considered in decisions about service location.

* Service inseparability
* Perishability
* The role of consumer as co-producer of the  service.
* Customer's needs and wants
* Target market.

PEOPLE

* People constitute an important dimension in the management of services and as customers.
* The initial marketing is that the employees are the first internal market for the organization.
* The staffs are the most important asset within the organization.

PHYSICAL EVIDENCE

* A service is performed rather than handled over.
* Service must be satisfied to the customers.
* Physical evidence provides customers with a means of evaluating the service and includes facilitating goods, comfort.

PROCESS

* Just in time
* Attention in the services sector
* Specific characteristics in services.

a. Customer participation in the process
b. Location of service delivery
c. The service itself
d. Degree of standardization
e. Complexity of the service.
 


S. Aravinth
Senior Lecturer
Karpagam College of Engineering

Dr. Jelsy Joseph
Director
Karpagam Arts and Science College
 

Source: E-mail August 1, 2008

           

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