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  • A Presentation On International Monetary Finance by Suhana Jeelani Khan

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    The document discusses consumer behavior in choosing services. It outlines the process consumers go through, starting with need recognition such as self-actualization needs. Consumers then perform information searches using mass media and selective communication. They evaluate alternatives and purchase a service. The experience of the service dominates consumers' evaluations and forms the core of marketing strategies for services. After the experience, consumers engage in post-experience evaluation through word of mouth, brand loyalty, and positive or negative bias.

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    The document discusses consumer behavior in choosing services. It outlines the process consumers go through, starting with need recognition such as self-actualization needs. Consumers then perform information searches using mass media and selective communication. They evaluate alternatives and purchase a service. The experience of the service dominates consumers' evaluations and forms the core of marketing strategies for services. After the experience, consumers engage in post-experience evaluation through word of mouth, brand loyalty, and positive or negative bias.

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    6 views8 pages

    A Presentation On International Monetary Finance by Suhana Jeelani Khan

    Uploaded by

    suhana
    The document discusses consumer behavior in choosing services. It outlines the process consumers go through, starting with need recognition such as self-actualization needs. Consumers then perform information searches using mass media and selective communication. They evaluate alternatives and purchase a service. The experience of the service dominates consumers' evaluations and forms the core of marketing strategies for services. After the experience, consumers engage in post-experience evaluation through word of mouth, brand loyalty, and positive or negative bias.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    A presentation on International Monetary

    Finance 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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