Abstract

DELGADO ESTRADA, Stephanie; VILLACIS AVEIGA, Washington Homero  and  CHAVEZ GARCES, Angel Mauricio. Analysis of purchasing behavior in intangible services. Universidad y Sociedad [online]. 2018, vol.10, n.3, pp.125-133.  Epub June 02, 2018. ISSN 2218-3620.

It is important that companies before launching a particular product, establish a previous analysis of the behavior in the decision to purchase the segment they target, this because their sales depend on the degree of acceptance they have in the lives of their customers. When the company has economic reason to market services, planning must be based on specific simulations, this involves creating criteria of value in the mind of the consumer, to accept a transaction without first receiving the service, some marketing experts establish hat cultural, economic, religious and social factors directly influence the purchasing decision. The research carried out an analysis of the projection of services of a financial institution, which resulted were a direct acceptance of the client as long as their services were not expensive and there is a close relationship in the attention to claims, it was also identified that permanence in the market has generated a confidence in the customer

Keywords : Marketing; behavior; customer; intangible services.

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