Are you looking for Consumer Behaviour and Services Marketing Notes PDF to prepare for your exams? You’re in the right place! Whether you’re a BBA, MBA, B.Com, BA (Marketing), or M.Com student or preparing for competitive exams and marketing roles, these comprehensive, easy-to-understand notes are tailored to help you succeed.
In this article, you’ll get:
Free downloadable PDF notes for each unit
Clear explanations in simple English
Topics covering the complete syllabus
Best study material for quick revision
Explore the units below for detailed content. Want’s to explore more subjects – Study Hub Zone
What is Consumer Behaviour and Services Marketing?
Consumer Behaviour studies how individuals make purchasing decisions based on needs, preferences, and external factors.
Services Marketing focuses on marketing intangible products by managing service quality, customer satisfaction, and building long-term relationships.
These notes will help you understand:
Consumer decision-making process
Psychological, social & cultural influences on buying behavior
STP (Segmentation, Targeting, Positioning) in consumer markets
Characteristics of services and service marketing mix (7Ps)
Service quality, customer satisfaction & relationship marketing
Service failure and recovery strategies
Why Use Our Consumer Behaviour and Services Marketing Notes?
👉 100% University Syllabus Covered
👉 Designed for BBA, MBA, B.Com, Marketing & Business Studies
👉 Based on the Latest Academic & Industry Practices
👉 Prepared by Marketing Experts & Business Faculty
👉 Perfect for Exam Prep, Presentations, and Case Analysis
Download Consumer Behaviour & Services Marketing Notes PDF – Unit Wise
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Course Units
Unit 1: Introduction to Consumer Behaviour and Decision-Making Process
Topics Covered: Explains the meaning, scope, and interdisciplinary nature of consumer behaviour, its importance in segmentation and positioning, and the five-stage consumer decision-making process from need recognition to post-purchase behaviour.
Unit 2: Individual Determinants of Consumer Behaviour
Topics Covered: Internal psychological factors affecting buying behaviour such as motivation (Maslow’s hierarchy), perception, learning theories, attitude formation and change, personality traits, and self-concept in consumer decisions.
Unit 3: Social and Cultural Influences on Consumer Behaviour
Topics Covered: Focuses on how family, reference groups, social roles, lifestyle, social class, and cultural/sub-cultural values influence consumer buying patterns and market responses.
Unit 4: Fundamentals of Services Marketing and the 7Ps
Topics Covered: Introduces the characteristics and definition of services, highlights the differences between goods and services marketing, and details the service marketing mix (7 Ps) including the SERVQUAL model for service quality assessment.
Unit 5: Consumer Behaviour in Services and Emerging Trends
Topics Covered: Explores consumer expectations and perceptions in service delivery, strategies for customer satisfaction and loyalty, service failure recovery, and emerging trends like digital services, personalized experiences, and e-consumerism.
Final Thoughts
These Consumer Behaviour and Services Marketing notes are carefully prepared for your academic success. Whether you’re revising before exams or trying to understand customer psychology and service strategies, these unit-wise notes are all you need.
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