Page 56 - DMGT510_SERVICES_MARKETING

Unit 3: The Service Marketing Mix and Purchase Process

The survey sets forth several interesting findings in this area. Sixty per cent people take a Notes
holiday in India, while 5 per cent take a holiday abroad. Eighteen per cent travel on
business within India, while 8 per cent travel on business abroad at least once in a year.
As for international holidays taken in the last one year, people from Mumbai (30 per cent),
Bangalore (35 per cent) and Hyderabad (26 per cent) preferred travelling to the United
States, while 35 per cent from Kolkata and 41 per cent from Chennai travelled to Singapore.

A quarter of the respondents from Delhi went to Nepal for a holiday. Among domestic
business travellers, Jet Airways (60 per cent) is the preferred airline, followed by Indian
Airlines (53 per cent) and Sahara Airlines (20 per cent). For domestic leisure travel, Jet
Airways and Indian Airlines enjoy an equal share.
Among international leisure destinations, Singapore is the favourite with 23 per cent
respondents, followed by 22 per cent opting to visit the US. International business travellers
prefer the US (24 per cent) followed by Singapore (23 per cent) and the United Kingdom
(13 per cent).
Interestingly, people in the six metros surveyed seemed to show entirely different tastes
in watching television. The average number of channels watched was five and an average
of 100 minutes of television is watched a day, with 30 minutes devoted to news.
News and sports are the most preferred programme genres, followed by general
entertainment. However, 29 per cent of the respondents in Delhi preferred news channels,
while only 14 per cent of those surveyed in Bangalore preferred news. Bangaloreans
preferred watching sports, with a high of 34 per cent.
Question:
How has the role of women in decision making changed over the years?

Answer: Traditionally, many of the cultures around the world have been patriarchal, led
and run by men. It’s only over the last hundred years or so that significant changes have
occurred in terms of women’s equality. While men and women have different needs and
desires, as well as differences in decision making, it is well recognised that having them
work together to make decisions keeps very satisfactory results all around. Over the
years, women have started contributing in decisions that were earlier taken alone by men
like buying banking services, property, durables, holidays, children’s education, etc. Some
buying decisions are made by women by herself, like buying mobile phones and SIM
card, credit cards, car rental services, house-keeping services, educational services, etc.
Some studies have revealed an increasing number of cases where the role of women in the
family decision making is primary or at least shared equally with the men. Their role in
controlling family finances and making decision as to where the various expenses should
be incurred has come to the forefront with researches depicting 37 per cent men dealing
with the same individually, 28 per cent with their wives and 30 per cent solely controlled
by women.

Women, today, are not just passive recipients of toothpaste and ready-made dinners.
Women are powerful and have a powerful role to play.

3.3.8 Post-purchase Behaviour and Feelings

This reaction takes place during and after the purchase and usage. The customer has two types of
reactions: pleasure and pain. When the service delivery is below expectation, the customer is
disappointed, dissatisfied, and experiences ‘pain’. He is literally pained at the poor service
delivery.

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