Consumer Behaviour and Services Marketing Notes are critical concepts in understanding how businesses interact with their customers. Consumer Behavior examines the decision-making processes, preferences, and actions of individuals when purchasing goods and services. It helps marketers understand the psychological, social and emotional factors that influence buying behavior.
“Consumer Behaviour and Services Marketing Notes“ On the other hand, Services Marketing focuses on promoting and delivering intangible services rather than physical products. It also provides valuable insights into resource utilization and cost-saving All notes provided by Study Hub Zone
Consumer Behaviour and Services Marketing Notes: ALL UNITS
Unit 1: Introduction to Consumer Behaviour
Introduction to Consumer Behavior focuses on understanding the actions and decisions of individuals and groups when purchasing goods and services.
Unit 2: Consumer Behaviour Models
Consumer Behavior Models are theoretical frameworks that explain and predict the decision-making processes of consumers when purchasing goods and services.
Unit 3: Introduction to Services Marketing
Introduction to Services Marketing focuses on the unique aspects of marketing services as opposed to tangible products.
Unit 4: Designing and Delivering Services
Designing and Delivering Services involves creating and implementing strategies to ensure that services meet customer expectations and are efficiently delivered.
Unit 5: Issues in Consumer Behaviour and Services Marketing
Issues in Consumer Behavior and Services Marketing involve understanding the complexities of consumer decision-making.
Syllabus: Consumer Behaviour and Services Marketing
UNIT – 1
(a) Introduction to Consumer Behaviour:
Meaning, nature, and scope of consumer behaviour
Importance of studying consumer behaviour in marketing
Interdisciplinary nature – psychology, sociology, economics
Applications in market segmentation and positioning
(b) Consumer Decision-Making Process:
Stages – problem recognition, information search, evaluation of alternatives, purchase, post-purchase behaviour
Types of consumer decisions – routine, limited, and extensive decision-making
UNIT – 2
Individual Determinants of Consumer Behaviour:
Motivation – theories (Maslow’s hierarchy)
Perception – process and factors
Learning – behavioral and cognitive learning theories
Attitude – formation and change, attitude models
Personality and self-concept
UNIT – 3
External Influences on Consumer Behaviour:
Social and cultural influences – family, reference groups, roles and status
Social class and lifestyle
Culture and sub-culture – their role in shaping consumer behaviour
UNIT – 4
Introduction to Services Marketing:
Definition and characteristics of services
Difference between goods and services marketing
Service marketing mix – 7 Ps (Product, Price, Place, Promotion, People, Process, Physical evidence)
Service quality – SERVQUAL model
UNIT – 5
Consumer Behaviour in Services:
Consumer expectations and perceptions in service delivery
Managing customer satisfaction and loyalty
Handling service failures and recovery
Emerging trends in consumer behaviour and service marketing – digital services, personalized experiences, and e-consumerism