M-13108 Shubham Botre Service Marketing Assignment 1

Name: Shubham Arvind Botre
Class: MMS-II (2022-2024)

Roll No: M-13108
Subject: Service Marketing
Instructor: Dr. Girish Jadhav
Institute Name: DES’s Navinchandra Mehta Institute of Technology and
Development
Assignment – I
CONSUMER BEHAVIOR IN SERVICES MARKETING
Introduction to Case /Summary of the Case
Divya Corporation, a prominent player in the beauty parlor industry, faced a

pivotal moment due to its conventional marketing approach. Firmly rooted in a
product-centered mindset, the company primarily focused on its existing
customer base, paying little attention to the broader spectrum of consumer
behavior and the associated risks related to their services.
Mr. Ashish, a marketing graduate, entered the scene with a vision to modernize
the company's marketing strategy. Acknowledging the importance of addressing
consumer concerns about service-related risks, he set out to update the
company's methods. A significant investment of 30 lakhs was made to introduce
new service delivery techniques and marketing approaches. However, despite
these efforts, there was no significant increase in sales after six months.
The dissatisfaction voiced by the assistant manager and service manager, crucial
stakeholders in this transformation, suggested that despite positive shifts,
certain vital factors regarding perceived risks had been overlooked, impeding the
expected growth.
Questions
Q1) Do you agree with the assistant and service managers, and why?
ANSWER :
Providing a simple "yes" or "no" answer to the concerns raised by the assistant
and service managers would oversimplify the evaluation. A comprehensive
analysis of Mr. Ashish's strategies, considering factors such as the dimensions of
perceived risk addressed, assessment time frame, employee engagement,
consumer involvement, and overall sales impact, is essential for a well-informed
judgment. Without a detailed examination of these elements, it would be
premature to offer a definitive response.
While acknowledging the concerns expressed by the assistant and service
managers, it's essential to consider a nuanced perspective. Their dissatisfaction
seems to arise from various factors that warrant attention.
Factors to Consider:
Limited Focus on Perceived Risk Dimensions: The case emphasizes Mr. Ashish's
focus on physical and social risks, but it doesn't clarify if other dimensions like
financial or time risk were adequately considered. A holistic strategy should
address and mitigate various types of perceived risks consumers may have.
Time Frame for Assessment: Despite six months passing since the changes were
implemented, the expected sales surge didn't materialize. In the service
industry, behavioral changes and marketing impacts may take time to manifest,
necessitating a longer-term evaluation.
Employee Engagement and Training: Dissatisfaction from key stakeholders hints

at potential issues with employee involvement and preparedness. Lack of
adequate training or involvement could impede effective strategy
implementation, making employee buy-in crucial.
Consumer Involvement: The case lacks information on consumer involvement in

the change process. Consumer feedback and engagement are vital for refining
services and addressing overlooked concerns, underscoring the importance of a
consumer-centric approach.
Comprehensive Understanding of Perceived Risk: Neglecting important perceived

risk factors could undermine marketing strategies. Identifying and addressing
these factors are essential for success, emphasizing the need for a
comprehensive approach.
Conclusion:
While acknowledging the validity of the assistant and service managers'

concerns, definitive agreement or disagreement hinges on a thorough
examination of Mr. Ashish's strategies. To form a conclusive opinion, a detailed
analysis of addressed factors, long-term outcomes assessment, employee and
consumer involvement, and inclusivity of perceived risk dimensions in the
strategy is necessary.
Q2) What other perceived risk factors, if any, could have been
considered? Elaborate in detail.
Answer :
In the case of Divya Corporation, where Mr. Ashish aimed to mitigate perceived
risks associated with beauty parlor services, several additional factors could have
been considered to develop a more comprehensive risk management strategy:
Financial Risk: Concerns about service costs and unexpected charges could
affect consumer decisions, necessitating transparent pricing and value
communication.
Time Risk: Consumer worries about time investment in lengthy services or

inefficient appointment management could be alleviated with streamlined
processes.
Performance Risk: Doubts about service effectiveness might arise, emphasizing

the need to assure consumers of achieving desired outcomes.
Psychological Risk: Fear of adverse effects on self-esteem or image could be

addressed by reassuring consumers about the positive impact of services.
Social Risk: Concerns about societal perceptions post-service could be allayed by

fostering a supportive and non-judgmental environment.
Communication Risk: Clarity in customer-provider communication can mitigate

misunderstandings and dissatisfaction.
Post-Purchase Dissonance: Measures to address buyer's remorse through

satisfaction guarantees or follow-up support could enhance consumer
confidence.
Ethical or Environmental Concerns: Assurance of ethical practices and

environmental responsibility can cater to conscientious consumers.
Consistency Risk: Ensuring consistent service quality across visits can build trust
and loyalty.
Privacy Risk: Respecting personal boundaries and confidentiality can alleviate

privacy concerns during services.
Cultural Sensitivity: Understanding and accommodating diverse cultural

preferences can foster inclusivity and trust.
Technology Adoption Risk: Assuring ease of technology use and its positive
impact on service can mitigate tech-related anxieties.
Refund or Guarantee Policy: Clarity in refund policies can ease concerns

regarding service dissatisfaction.
Competence of Staff: Demonstrating staff expertise and professionalism can

enhance consumer trust.
Supply Chain Risks: Ensuring product availability and reliability can mitigate
concerns related to product sourcing.
Word-of-Mouth Reputation: Building a positive brand reputation can alleviate

worries arising from negative reviews.
Considering these factors and tailoring strategies accordingly can enhance Divya
Corporation's marketing effectiveness and consumer trust in its services.
Conclusion :
Managing perceived risks in the beauty parlor industry necessitates addressing a

wide range of concerns. Divya Corporation could have strengthened its strategy
by considering financial, time-related, performance, psychological, social,
communication, post-purchase, ethical, consistency, privacy, cultural,
technological, refund policy, staff competence, supply chain, and reputation
risks. A comprehensive approach tailored to these nuances is vital for building
consumer trust and ensuring long-term success.
Q3) Suppose you joined Divya corporation as a marketing manager, how

would you increase sales?
Answer :
Assuming the role of marketing manager at Divya Corporation, I would propose

a multifaceted approach to boost sales by addressing identified issues and
exploring new opportunities:
Comprehensive Perceived Risk Assessment: Conduct detailed analysis of various

perceived risk factors to tailor marketing strategies effectively.
Consumer Surveys and Feedback: Implement regular feedback mechanisms to

understand consumer preferences and concerns, facilitating continuous
improvement.
Employee Training: Invest in comprehensive training to ensure staff can

effectively communicate value and address consumer concerns.
Diversified Marketing Channels: Utilize diverse platforms to reach target

audiences effectively and convey the company's commitment to addressing
consumer concerns.
Promotional Packages and Discounts: Introduce incentives to encourage repeat

business and attract new customers, emphasizing value proposition.
Transparency in Pricing: Ensure clarity in pricing to build trust and alleviate

financial concerns.
Technology Integration: Embrace technology to enhance customer experience

through online booking and personalized recommendations.
Cultural Sensitivity: Foster inclusivity and cultural sensitivity to cater to diverse

clientele and build trust.
Community Engagement: Engage with the local community to enhance brand
reputation and trust.
Educational Content: Provide informative content to address consumer

informational needs and build authority.
Refined Loyalty Programs: Enhance loyalty programs to reward repeat business

and foster customer loyalty.
Continuous Monitoring and Adaptation: Regularly evaluate strategies and adapt

to changing consumer preferences and market dynamics.
By adopting this comprehensive approach, Divya Corporation can not only

address existing challenges but also build a positive brand image and attract a
broader clientele, ultimately driving increased sales and long-term success in the
beauty parlor industry.
Conclusion:
As the marketing manager at Divya Corporation, I propose a holistic

strategy involving comprehensive risk assessment, consumer
engagement, employee training, diversified marketing, promotional
incentives, pricing transparency, technology integration, cultural
sensitivity, community engagement, educational content, loyalty
programs, and continuous adaptation. This approach aims to build

consumer trust, enhance customer experience, and drive increased
sales and long-term success.

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Name: Shubham Arvind Botre

Class: MMS-II (2022-2024)

CONSUMER BEHAVIOR IN SERVICES MARKETING

Introduction to Case /Summary of the Case

Divya Corporation, a prominent player in the beauty parlor industry, faced a

Employee Engagement and Training: Dissatisfaction from key stakeholders hints

Consumer Involvement: The case lacks information on consumer involvement in

Comprehensive Understanding of Perceived Risk: Neglecting important perceived

While acknowledging the validity of the assistant and service managers'

Time Risk: Consumer worries about time investment in lengthy services or

Performance Risk: Doubts about service effectiveness might arise, emphasizing

Psychological Risk: Fear of adverse effects on self-esteem or image could be

Social Risk: Concerns about societal perceptions post-service could be allayed by

Communication Risk: Clarity in customer-provider communication can mitigate

Post-Purchase Dissonance: Measures to address buyer's remorse through

Ethical or Environmental Concerns: Assurance of ethical practices and

Privacy Risk: Respecting personal boundaries and confidentiality can alleviate

Cultural Sensitivity: Understanding and accommodating diverse cultural

Refund or Guarantee Policy: Clarity in refund policies can ease concerns

Competence of Staff: Demonstrating staff expertise and professionalism can

Word-of-Mouth Reputation: Building a positive brand reputation can alleviate

Managing perceived risks in the beauty parlor industry necessitates addressing a

Q3) Suppose you joined Divya corporation as a marketing manager, how

Assuming the role of marketing manager at Divya Corporation, I would propose

Comprehensive Perceived Risk Assessment: Conduct detailed analysis of various

Consumer Surveys and Feedback: Implement regular feedback mechanisms to

Employee Training: Invest in comprehensive training to ensure staff can

Diversified Marketing Channels: Utilize diverse platforms to reach target

Promotional Packages and Discounts: Introduce incentives to encourage repeat

Transparency in Pricing: Ensure clarity in pricing to build trust and alleviate

Technology Integration: Embrace technology to enhance customer experience

Cultural Sensitivity: Foster inclusivity and cultural sensitivity to cater to diverse

Educational Content: Provide informative content to address consumer

Refined Loyalty Programs: Enhance loyalty programs to reward repeat business

Continuous Monitoring and Adaptation: Regularly evaluate strategies and adapt

By adopting this comprehensive approach, Divya Corporation can not only

As the marketing manager at Divya Corporation, I propose a holistic

programs, and continuous adaptation. This approach aims to build

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