Consumer Behaviour in Services 101
Physical factors such as
age, sex, health, height,
weight and beauty have
a bearing on the choice
of services
“
“
Age: e needs and consumption patterns of people vary with ages; they are
not the same for children, youth, middle-aged and old people. e type of
services required at old-age homes are di erent from that of baby crutches.
Similarly, the entertainment services required for di erent age groups di er
signi cantly.
Sex: e di erence between men and women is also re ected in their con-
sumption behaviour. Marketers have identi ed gender as a powerful segmen-
tation strategy, and many products are o ered exclusively to either women or
men. Further, many services such as, hostel services, ...