
Consumer Behaviour in Services 93
behaviour helps marketers study them in detail from the point of view of the
service being marketed. Research indicates that the behaviour of consumers
is in uenced broadly by three important factors, as illustrated in Fig. 5.1.
ese are:
1. Cultural and social factors
2. Personal and physical factors
3. Psychological factors
Cultural and Social Factors
e behavioural determinants of consumers are summarised in Fig. 5.2.
Service marketers need to study all these factors at micro level in order to
develop better understanding on consumer behaviour. is kind of study
helps basically in assessing co