For ‘consumer’ evaluation process the concept of “goods” has to be considered, as service characteristics have definite implication on the consumer evaluation process. Therefore for service industry, the service provider must understand how consumers choose and evaluate their offerings.
There are three types of products:
- Search product: – search qualities are those attributes of a product which the customer can determine before the purchase. This is more common in physical goods.
- Experience product: – experience qualities are those attributes which can only be determined after the purchase, or during the period of consumption.
- Credence product: – it is being said that certain products have such characteristics which the consumer cannot evaluate even after consumption or purchase. Such characteristics exist invariably in services. e.g.: wheel aligning of the car, astrology etc.