Buying Behaviour of the Service Consumer


The customer mostly buys goods, services, people, places,-events, organizations, ideas, information and experiences. All these generally fall under goods 8’services. But the offers that they buy can be:

High Involvement offers

Low involvement offers/Impulse offers


High involvement service products have the following characteristics


  1. Complexity of features: If the servicer product has complex features, it will induce anxiety in consumers. They will take more time understand service product usage feature familiarization as well as internalization. Thus, a SLR (single lens reflex) camera preferred by professional photographers will induce higher involvement from the consumers than box cameras with only point-and-shoot features.


  1. High price: High pries of Service products will make consumers slow and cautious in their decision making. This is the reason why they will debate on the pros and cons of consumption d service transaction costs of a vacation, more than they would for a hair­cut.


  1. High perceived risks: A consumer perceives risk in consumption in two forms: bodily harm and financial loss. When Shalini goes for cosmetic surgery, she will perceive higher risk in the offer than for a routine facial.


  1. Large differences in features: If the consumers perceive that across a service category there are large differences in feature, then they would be highly involved. And if the situation is as in the home appliance industry where consumers really don’t perceive much difference between products then their involvement becomes low.


  1. Large number of users: If there are a large number of users for a service offer, like a family package tour, then there is going to be more participation and involvement from all family members. This is unlike when only one person is a consumer-like Pooja deciding to take a computer course during her school vacation.


  1. Enduring product: If the service offer has a long life span or has a longer lasting effect -like a time share purchase or selection of a school for child – then it will make the decision-maker highly involved.


  1. Reflects self-concept of the buyer: consumers are very much aware of their self-image-and either wants to maintain or change it. They do so by purchasing products and services hoping that by doing so it will reinforce their personality and self-image or help them acquire a new one. This aspect is so close to the well-being of consumers that they become highly involved with the purchase.


Low involvement service products have the following features:


  1. Low Price
  2. Less difference in features
  3. Simple features in the service product
  4. Does not reflect a consumer’s personality
  5. The products are of mostly daily needs
  6. Low brand loyalty
The following two tabs change content below.
We, at, believe in sharing knowledge and giving quality information to our BMS students. We are here to provide and update you with every details required by you BMSites! If you want to join us, please mail to [email protected]
  1. Blanca 1 week ago

    Amazing issues here. I am very satisfied to
    look your article. Thank you a lot and I’m taking a look ahead
    to contact you. Will you kindly drop me a mail?

  2. Pete 1 week ago

    Hey there! I’m at work surfing around your blog from my new apple iphone!

    Just wanted to say I love reading your blog and look forward to all your posts!
    Keep up the outstanding work!

  3. Max 1 week ago

    So, securing approval despite bad credit can be as much an issue for the children as
    anyone else. Avoid the Auto Loan Scams – To avoid situations such as
    these, prospective buyers can be cognizant of get pre-approved to have an auto loan. It matters not just how long your
    home have been owned, it is not a necessity for this loan.

  4. Stacey 1 week ago

    I am genuinely glad to read this web site posts which consists of plenty of helpful information,
    thanks for providing these data.

  5. Ronda 1 week ago

    Keep in mind that personal business loans have serious upside and also adequate
    downside as well. Some people also call these “cash advances”, although
    the two might be very different. If all or any with the above occur, you happen to be left devoid of the vital tools you
    have to treat your patients towards the best of your ability.

  6. Erma 1 week ago

    Truly no matter if someone doesn’t understand then its up to other viewers that they will help, so here it occurs.

  7. Fred 1 week ago

    Keep in mind that personal business loans have serious upside and also ample
    downside as well. Cash advance payday loans may be highly useful tools
    to own when you really need them, nonetheless they can also prove
    to be highly dangerous if misused, thus take care of these financing options as
    well as the lenders that offer them carefully to stop falling in the trap of monetary destruction. Getting
    auto loans after bankruptcy doesn’t have to be a distressing and painful situation.

  8. Jung 1 week ago

    Stunning story there. What happened after?

  9. Garland 1 week ago

    Hi there, i read your blog from time to time and i own a similar one and
    i was just curious if you get a lot of spam remarks?
    If so how do you prevent it, any plugin or anything you can advise?

    I get so much lately it’s driving me crazy so any assistance
    is very much appreciated.

  10. Janell 1 week ago

    Most of us must think outside of the box to turn our assets in to the more
    money that is needed. You will need to complete the application form with the necessary
    details. Sure, the issue is gone for the
    time being nevertheless, you cannot go on utilizing
    the same old tricks repeatedly again.

  11. Delila 1 week ago

    When I initially commented I clicked the “Notify me when new comments are added” checkbox and now each time a comment is added I get several e-mails with
    the same comment. Is there any way you can remove people from that service?

    Bless you!

  12. Haley 1 week ago

    It’s going to be end of mine day, however before end I
    am reading this great article to improve my know-how.

  13. Shawnee 1 week ago

    If you are going for best contents like I do, simply pay a visit this site
    all the time because it offers quality contents, thanks

  14. Lawerence 1 week ago

    Keep in mind that personal business loans have serious upside but
    additionally enough downside as well. Some people also call these “cash advances”, although the two might be very different.
    If any with the above occur, you are left without the vital tools you need to treat your patients
    towards the best of your ability.

  15. Eldon 1 week ago

    Yes! Finally someone writes about website.

  16. Lynne 1 week ago

    Greetings from Florida! I’m bored to tears at work so I decided to browse your site on my iphone during lunch break.
    I love the info you provide here and can’t wait to take a look when I get home.
    I’m surprised at how quick your blog loaded on my
    mobile .. I’m not even using WIFI, just 3G .. Anyhow, superb site!

  17. Shonda Old 7 days ago

    What’s up everyone, it’s my first visit at this web site, and piece of writing is in fact fruitful
    in favor of me, keep up posting such articles.

  18. Danial Cuningham 7 days ago

    You actually make it appear so easy with your presentation but
    I in finding this topic to be really one thing which I believe I would never understand.
    It kind of feels too complex and extremely broad for me.
    I am taking a look forward in your subsequent publish, I
    will try to get the hang of it!

  19. Heya i am for the primary time here. I found this board and I to find It really useful & it helped me out
    much. I am hoping to provide something back and help others like you aided me.

  20. Fantastic goods from you, man. I’ve understand your stuff previous to and you’re just too great.
    I really like what you have acquired here, really like
    what you are stating and the way in which you say it. You make it
    entertaining and you still take care of to keep it smart.
    I can’t wait to read far more from you. This is really
    a great web site.

  21. Shonda Ethridge 7 days ago

    Hi there, I enjoy reading through your post.
    I wanted to write a little comment to support you.

  22. This is my first time pay a visit at here and i am genuinely happy to read everthing
    at one place.

  23. This is my first time go to see at here and i am in fact impressed to read all at alone place.

  24. Normand Stricklin 4 days ago

    I’m really impressed with your writing skills
    and also with the layout on your blog. Is this a paid theme or
    did you modify it yourself? Anyway keep up the nice
    quality writing, it’s rare to see a nice blog like this one today.

  25. I’m extremely impressed along with your writing talents and also with the
    structure to your weblog. Is this a paid theme or did you
    modify it your self? Either way keep up the nice high quality writing, it’s rare
    to peer a great weblog like this one nowadays..

  26. Marilou Shinn 4 days ago

    Good respond in return of this matter with real arguments and explaining all on the topic of that.

  27. I love your blog.. very nice colors & theme. Did you
    design this website yourself or did you hire someone to do it for you?
    Plz reply as I’m looking to construct my own blog and would like to know where u
    got this from. thanks

  28. Hildred 2 days ago

    It is the best time to make a few plans for the longer term
    and it is time to be happy. I have learn this post and if
    I could I wish to counsel you some interesting issues or suggestions.
    Maybe you can write next articles regarding this article.
    I want to learn more things about it!

  29. Augusta Kahle 2 days ago

    I don’t even know how I ended up here, however I believed this put up was once good.

    I don’t recognize who you’re but certainly you are going to a well-known blogger in case you are not already.

Leave a reply

Your email address will not be published. Required fields are marked *


* is aimed at revolutionising Bachelors in Management Studies education, also known as BMS for students appearing for BMS exams across all states of India. We provide free study material, 100s of tutorials with worked examples, past papers, tips, tricks for BMS exams, we are creating a digital learning library.

Disclaimer: We are not affiliated with any university or government body in anyway.

©2020 BMS - Bachelor of Management Studies Community 

A Management Paradise Venture

Ask Us On WhatsApp

Log in with your credentials


Forgot your details?


Create Account