Abstract
A buying decision depends upon certain attributes that a buyer considers for making a choice. The question arises as to whether these attributes the same or different for products and services. This paper examines the buying attributes for automobile two-wheelers and four-wheelers representing product category and banking service representing service sector, and compares them. The buying attributes considered were based on literature review, including: quality of core product/service, product/service features, quality of basic customer service, brand name, price, availability, quality of supplementary service; for banking services, location and brand name were also considered. The most important attribute found when buying an automotive was quality of the core product, followed by product features, quality of basic customer service, brand name, price, availability, and finally, quality of supplementary service. The most important attribute found when availing banking service was quality of the core service, followed by quality of basic customer service, location, quality of supplementary service, and finally, brand name. The paper will help management researchers and professionals in the consumer behaviour area to better understand the buying attributes of consumers for automotive products and banking services. The knowledge of decision-making attributes will benefit marketers who struggle to understand the consumer mind in competitive environment.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.