Explore the nuances of service marketing in this comprehensive presentation. Delve into the realm of customer experience, service differentiation, and strategies tailored for the service industry. Uncover the crucial elements that define service quality and drive customer satisfaction. This presentation offers a deep dive into the unique challenges and opportunities in marketing services, providing insights into crafting impactful strategies that elevate the overall service experience and foster long-term customer loyalty.

1. Consumer Behavior
And Pricing In
Service
Group: 2

2. Table of Contents
05 06
03
04
01 02
Roles/
Approaches
Pricing
Strategies
Factors
Influencing
Pricing/Key
Difference
Introduction
Decision Making
Roles
/Classification

3. Consumer behavior studies how people buy
and use products, services, experiences, and
ideas. It is essential because it helps businesses
understand their customers’ needs, wants and
desires and create products accordingly.
Consumer Behavior

4. Decision
Making
Roles
Initiator Decider
User
Gatekeepers
Influencer Buyer
Decision Making Roles

5. CLASSIFICATION OF BUYERS
Personal
Buy a particular item for
his or her own
consumption or use
Organizational
Buy the goods or
services for the
organizational use
02
01

6. FACTORS INFLUENCING BUYER
BEHAVIOUR
Situational Factors
Socio Cultural Factors
Cultural Factors
Time, store's
atmosphere,
marketing stimuli
Factors
Reference Groups
Family

7. FACTORS INFLUENCING BUYER
BEHAVIOUR
Personal Factors
Psychological Factors
Perceptions
Factors
Attitude
Motivation
Personality
Life Style
Demographic Factors

8. Pricing in
Services

9. Pricing in services is the process of
setting a price for a service
Pricing in services

10. Key Differences In Evaluation Of
Pricing Goods And Services
Customers often
have inaccurate or
limited reference
price for services.
Monetary price is not
the only price
relevant to service
customers.
Price is a key signal
of quality in service

11. Time Costs Search Costs Convenience Costs
Psychological Costs Reducing Nonmonetary Costs
Role of Nonmonetary Costs

12. Competition
Based
Cost Based
Demand
Based
Approaches to Pricing Services

13. “Value is low
price”
“Value is
everything I
want in a
service”
“Value is
the quality I
get for the
price I pay”
“Value is all
that I get
for all that I
give”
Pricing Strategies That Link To The
Four Value Definition
• Discounting
• Odd Pricing
• Synchro-pricing
• Penetration pricing
• Prestige Pricing
• Skimming Pricing
• Value pricing
• Market
segmentation
pricing
• Price framing
• Price building
• Complementary
pricing
• Results-based
pricing