Consumer service evaluation and purchase process.docVIP

 PAGE \* MERGEFORMAT 15 Consumer service evaluation and purchase process In a customer-oriented marketing process, to understand and grasp the customer buying behavior and consumer psychology is the enterprise to effectively develop marketing strategies and promotional activities carried out an important prerequisite for the services, products, due to its own characteristics Ershi Customers purchasing behavior is different from tangible products buyer behavior. We will compare and analyze the differences between the two based on the description of service products on the market of consumer buying behavior. (A) ● assessments were based on the characteristics of Consumers to purchase products, first to collect the relevant information on the product and the product evaluation. As this product has the characteristics of intangibility, customer evaluation process appears to be relatively complex and difficult, according to Philip Nelson (PHILIPNELSON), Darby and Karni (OARBY amp;amp; KARNI) explanation of the distinction between tangible products and customers service product evaluation process, which mainly based on the following three features: You can search for features (SEARCH QUALITY), empirical characteristic (EXPERIENCE QUALITY), and trusted feature (CREDENCE QUALITY). May be looking for features that customers will be able to confirm before buying the product characteristics, such as price, color, style, hardness and odor, etc.; experience characteristics are those that can not understand before buying or assessment, but through access to the product after purchase can feel the characteristics, such as product taste, durability and satisfaction. Clearly, the different products showed a different product features. Such as clothing, home products such as fear and jewelry visible and quality, with strong features that can be find, but is like a holiday, catering, hairdressing and child care experience is a high feature, because they only after the actual