Consumer Decision Process In Services Marketing
Knowledge of the Buyer In buying decisions many times other people also influence the decision. In services these roles are played by many persons. In purchase of any service six distinct roles are played. They are; Initiator : The person who has a specific need and proposes to buy a service Influencer : The person or group of persons whom the decision maker refers to or who advice the decision maker Gate Keeper : The person or organization or promotional material, which act as filter on the range of services which enter the decision choice Decider : The person who makes the buying decision Buyer : The person makes the actual purchaser User : The actual user. Consumer Decision Making Process in Services Marketing The consumer’s decision to purchase or reject a product or service is the moment of final truth for the marketer. It signifies the marketing strategy has Continue reading