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Service Marketing, 2nd Edition by Pearson
book

Service Marketing, 2nd Edition by Pearson

by K. Rama Mohana Rao
May 2024
Beginner to intermediate content levelBeginner to intermediate
585 pages
24h 22m
English
Pearson India
Content preview from Service Marketing, 2nd Edition by Pearson
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, ...
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Publisher Resources

ISBN: 9781306254410