Consumer Behaviour in Services 109
cause any harm but a negative image certainly a ects the business of the
organization.
Consumers frequently rely on price as a surrogate indicator to develop
expectations and perceptions of a service because services are intangible.
Generally, a high price indicates high-quality expectations, and a low price
indicates low-quality o erings. us, the service quality expectations of econ-
omy class passengers of air transport services di er signi cantly from that
of executive/business class passengers. e higher income group consumers
generally associate high price with status/esteem value.
CONSUMER PURCHASE DECISION PROCESS
e objective of any organization in any sector is to develop and provide mar ...