CONSUMER INTRECTION AND CONSUMER SERVICE
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CONSUMER SATISFACTION PROCESS
The paramount goal of marketing is to understand the consumer and to influence
buying behaviour. One of the main perspectives of the consume r behaviour research
analyses buying behaviour from the so-called “information processing perspective"
(Holbrook and Hirschman1982). According to the model, customer decision-making
process comprises a need satisfying
Behaviour and a wide range of motivating and influencing factors. The process can be
depicted in the following steps:
Need recognition – realisation of the difference between desired situation and
the current situation that serves as a trigger for the entire consumption process.
Search for information - search for data relevant for the purchasing decision,
both from internal sources (one's memory) and/or external sources.
Pre-purchase alternative evaluation - assessment of available choices that
can fulfil the realised need by evaluating benefits they may deliver and reduction
of the number of options to the one (or several) preferred.
Purchase - acquirement of the chosen option of product or service.
Consumption - utilisation of the procured option.
Post-purchase alternative re-evaluation - assessment of whether or not and
to what degree the consumption of the alternative produced satisfaction.
Besides the information processing perspective, marketing analyses consumer
behaviour by employing a psychologically grounded concept of attitudes. It is consumer
attitudes that are usually named as the major
factor in shaping consumer behaviour and a wealth of studies is available on the topic of
how attitudes can predict behaviour.
INTER-DISCIPLINARITY OF CONSUMER RESEARCH
Different research disciplines diverge in their presuppositions about human nature,
factors influencing consumer behaviour, market response, etc. Therefore, they naturally
employ different research approaches.
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer marker.
Headquartered in Mumbai (Bombay), the company operates over 5 million square
feet of retail space, has over 450 stores across 40 cities in India and employs over
Future Group is India’s leading business group that caters to the entire Indian
consumption space. Led by Mr. Kishore Biyani, the Future Group operates through
six verticals: Retail, Capital, Brands, Space, Media and Logistics.
Future Group shall deliver Everything, Everywhere, Everytime for Every Indian
Consumer in the most profitable manner.
We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to