Ch 2: Consumer Behaviour in Services

Question 1

Search qualities (def)

Answer 1

Attributes that consumer can determine before purchasing a product

Question 2

Experience qualities (def)

Answer 2

Attributes that can be discerned only after purchase or during consumption (services like vacations and restaurant meals)

Question 3

Credence qualities

Answer 3

Characteristics that a consumer may find impossible to evaluate even after purchase and consumption (insurance, brake replacement on a car). These are difficult to evaluate because the consumer might lack some knowledge on the service.

Question 4

6 stages in consumer decision making and evaluation of services

Answer 4

1. Need recognition
2. Information Search
3. Evaluation of alternatives
4. Purchase
5. Consumer experience
6. Post-purchase evaluation

Question 5

Service as theatre (def)

Answer 5

A useful framework for describing and analysing service performances. The service marketer ust play many drama-related roles including director, choreographer and writer