THE CHALLENGES OF SERVICE MARKETING MANAGEMENT Service marketing management deals with the actions and processes that enable a service provider to deliver services to end consumers. The services sector includes industries like banking, insurance,...
STRATEGIES FOR SERVICE MARKETING SUCCESS Service marketing requires a great degree of detail and deeper customer understanding. Planning is key. Here are a few service marketing strategies that can help you deal with the demands of service marketing, leading to the...
Marketing of Educational Services Marketing of education is gaining momentum with the entry of private institutions, change in people's attitude towards education, and the changing scope for the different courses being offered. The technological changes and shrinking...
The term consumer behavior, individual buyer behavior, end-user behavior, and consumer buying behavior all stand for the same. Consumer behavior is the study of how individuals, groups, and organizations select buy, use, and dispose of goods and services, ideas, or...
Discover how lifestyle affects consumer behaviour and what it means for marketing services. Learn how to leverage lifestyle insights to improve engagement, increase conversions, and build lasting relationships with customers.
Organizational Buying Behavior Organizational Buying Behaviour is a complex decision-making and communication process involving the selection and procurement of products and services by organizational buyers. Individuals, organizations, or government agencies that...
Customer Perception As a consumer, as an employee, as a parent, as a friend, as a person – perception is the most important psychological factor in all human behavior. According to Radhika Duggal at Forbes, “Perception is defined as the process by which individuals...
Consumer Motivation & Involvement - Influences On Buying Behavior Motivation and Consumer Involvement are two crucial sides of the decision making pertaining to the purchase of products. They are inseparable attributes that influence the consumers to make their...
Attitudes Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store. These components are viewed together since they are...
Memory It is well-known that memory affects our buying behavior. For example, if you have fond memories of a sweet that you loved as a kid, for example, Dumle, you most likely still like that sweet. The scent and the taste of that sweet bring back memories,...
Personality To understand a buyer needs and convert them into customers is the main purpose of the consumer behavior study. To understand buyer habits and his priorities, it is required to understand and know the personality of the buyer. Personality signifies the...
Reference Group In our daily lives, we all get influenced by a variety of people while making our purchase decisions. We, as humans do a lot to try to impress others. We make purchases to get compliments and try that other should not think less of us. A reference...
Family Influence on Consumer Behaviour A family is a social group and all members of family influence and get influenced by each other. Family bonds are stronger than bonds in any other group and all members of the family form a single decision unit in case of...
Culture and Subculture Culture is part of the external influences that impact the consumer. That is, culture represents influences that are imposed on the consumer by other individuals. The definition of culture offered in one textbook is “That complex whole which...
Consumer Buying Process The customer buying process (also called a buying decision process) describes the journey your customer goes through before they buy your product. Understanding your customer’s buying process is not only very important for your salespeople, it...
Buyer Behavior Models To achieve success in the modern marketing, the marketing manager has to study consumer behavior because he can create, maintain and increase the demand for his companies’ products only when he understand the feelings, desires, and buying motives...
Howard Sheth Model The Howard Sheth Model is an approach for analyzing the combined impact of the social, psychological and marketing factors on the buying behaviour or preference of the consumers and the industrial buyers into a logical order of information...
SOME RECENT MODELS There are two of the recent models to illustrate the developments in consumer behavior modeling. The first one is the Nicosia model which is along the consumer decision process focussing on the relationship between the marketing organization and its...