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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