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Services Marketing, 2nd Edition by K. Mohana Rao

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5

Consumer Behaviour in Services

LEARNING OBJECTIVES

After studying this chapter, you will be able to:

  • Understand the importance of consumer behaviour and the factors influencing it

  • Describe the factors influencing consumer expectations and perceptions

  • Understand the consumer purchase decision process

  • Identify the distinctive behaviour patterns of consumers in services

Reach is a successful retail chain in Delhi with a number of outlets that attract shoppers from the middle-income group. Started in a moderately busy locality a few years ago, Reach's claim to fame was the large variety of economy-range, ready-made fabrics and other household items offered at relatively low prices. The consistency in product assortment and the pricing policy ...

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