In the services sector, understanding consumer behaviour goes beyond knowing what customers want—it’s about recognizing how they feel, experience, and evaluate the service process. Unlike goods, services are delivered in real time, meaning customer perceptions are shaped instantly through interactions, experiences, and problem resolution. This unit focuses on how consumers perceive services, the strategies businesses […]

In today’s economy, services dominate many sectors—from banking and healthcare to education, hospitality, and IT. Understanding how to market services effectively is crucial because, unlike physical goods, services are intangible, perishable, and highly dependent on human interaction. This unit explores what makes services unique, how they differ from goods, and how the 7Ps of the

While personal and psychological factors shape much of our buying behaviour, the world around us also plays a powerful role. Social and cultural influences create the context in which consumers live, interact, and make purchasing decisions. These influences are often subtle yet deeply impactful, guiding everything from the brands we trust to the clothes we

When we talk about why people buy what they buy, a big part of the answer lies within the individual. These internal psychological factors shape how consumers think, feel, and act when making purchase decisions. Unlike external influences such as culture or peer pressure, individual determinants come from within a person’s mind and personality. Understanding

Consumer behaviour is the study of how individuals, groups, and organizations choose, purchase, use, and dispose of products, services, and ideas. It is not simply about what people buy, but also the reasons behind their choices, the timing of their decisions, and the influences that shape their preferences. In today’s competitive business environment, understanding consumer

In any business, time is money—and managing it effectively can mean the difference between a project’s success and costly delays. Network Analysis provides managers with tools to plan, schedule, and control complex projects, while Queuing Theory helps businesses manage waiting lines, service capacity, and customer flow. Together, they ensure that operations remain both timely and

In business, every day brings decisions—some simple, others with far-reaching consequences. While intuition and experience play a role, modern businesses increasingly rely on structured, scientific approaches to decision-making. Decision Theory and Game Theory provide exactly that: frameworks for analyzing choices, anticipating outcomes, and selecting strategies that maximize gains or minimize losses in competitive environments. Download

In the world of Operations Research, efficiency is everything. Once businesses know how to formulate problems and find optimal solutions using methods like the simplex, the next challenge is often about moving goods and assigning resources in the most cost-effective way. This is where Transportation and Assignment Models become the star performers, helping organizations save

After understanding the basics of Linear Programming through the graphical method, the next step in the journey of Operations Research is the Simplex Method. While the graphical method is perfect for problems with two decision variables, the real world is rarely that simple. Businesses often deal with multiple variables and complex constraints—making the graphical approach

In today’s competitive business world, every organization is in a constant race to maximize profit, minimize costs, and make the most efficient use of resources. But how do they ensure their decisions are not just guesses but calculated moves? The answer lies in Operations Research (OR), a discipline that blends mathematics, statistics, and logical reasoning