ABSTRACT

A service is the action of doing something for

someone or something. It is largely intangible (i.e. not
material). You cannot touch it

MBA 3.5
Consumer Behavior

[DOCUMENT

1|Page

Introduction

A service is the action of doing something for someone or something. It is largely intangible (i.e.
not material). You cannot touch it. You cannot see it. You cannot taste it. You cannot hear it. You
cannot feel it. So a service context creates its own series of challenges for the marketing
manager since he or she must communicate the benefits of a service by drawing parallels with
imagery and ideas that are more tangible.
Search quality is the perception in the mind of the consumer of the quality of the product prior
to purchase through making a series of searches. So this is simple in relation to a tangible
product because you might look at size or color for example. Therefore, search quality relates
more to products
and services.

2|Page

Computer sale and services

FIX IT Computer Sales & services founded in 2016 and many people are looking for something better
when it comes to computer sale and service. FIC IT goals were clear:

create a great customer experience,

build relationships with our customers

which allows to offer creative and customized solutions to meet their particular needs. Continuous
improvement, communication, honesty, and respect are essential to accomplish this.
Our unique on Facebook page and helpline is proof that customers love the convenience of having a
technician come right to their home or business to service their computer. Offering this service at a low
cost within our service area of SARGODHA and LAHORE makes us the provider of choice for all your
computer needs.

Offering services
FIX IT Computer Sales & services focuses on providing a high level of customer service and fast
turnaround times. We do this by offering the following:

Convenient on remote support

Laptop or desktop repair & upgrades
Computer cleaning & tune-up
Virus and malware removal
Wireless networking
Brand name & custom built computer sales
Security camera
Data recovery

3|Page

Introduction to services
Convenient on remote support
Remote support is a cost-effective technology that allows a technician to service your computer from a
remote location. This way, the technician doesnt even have to be where your computer is located.
From his location, he can securely connect to your computer and see your desktop screen just as if he
were sitting right there in your home or office.

Remote support is useful in so many ways, particularly when it comes to saving time and money.
All you need is an Internet connection
Remote support is safe and secure. The only one logging into your computer from a remote
location is the technician.
Remote support saves gas. No need to drive if you can just connect.
Remote support is convenient. You can schedule a technician to service your computer nearly
any time of the day, and often on the same day you call.
Remote support does not rely on location. You can live far outside of our service area. You can
even be on a vacation or business trip. The support is available for you when you need it.
Remote support saves time. You dont pay fees for travel time or waste time waiting for
someone to arrive.

Laptop or desktop repair & upgrades

One of the most common issues with Laptop computers is screen problems. The glass or screen might
crack due to an accident or there may be lines on the screen or no screen displayed at all.
a) Hard Drive Problems
Any damage or failure to the Hard drive may cause problems with the computer loading, error
messages or hanging on the boot screen or just making the computer work very slow. Windows
operating system issues may happen when the machine hasnt been turned off properly due to
a power cut or users just pressing the power button. Other program problems may be able to be
fixed depending on the problem. If your hard drive is failing it will need replacing, but software
issues can usually be repaired.

4|Page
b) PC Laptop and Desktop Overheating and Fan Problems
PCs, Laptops and Desktop run very hot. The fans in the computers over time become blocked or
start to fail. This can lead to your computer crashing and may even damage sensitive
components. Fans can be cleaned out or replaced but it is very important to get this sorted out
as soon as possible.
c) Laptop and Desktop Memory Problems and Upgrades
The memory on PCs, Laptops, and Desktops is usually more than adequate when you buy them however
as technology advances you may wish to speed up your computer and this is a good place to start.
Sometimes RAM also fails in a computer so if you keep getting the computer freezing or not booting this
could be the cause.

d) PC Laptop and Desktop Optical Drive Problems and Upgrades

If your PC, Laptop or Desktop has an optical drive that has stopped reading disks. then it can be
replaced for a new one. or upgraded to the latest drives such as bluray drives

e) Laptop Battery Issue

Batteries on laptops like any other laptop have a limited life. after a while the battery will keep
less charge and you will start getting the messages like replace soon, replace now or service
battery. Some laptops require you to take the laptop apart to replace the battery.

f)

Laptop Keyboard, Trackpad Issue

The keyboard and track pad are input devices to laptops. If any liquid is spilt on them or the
keyboard or trackpad stops working due to being dropped or damaged, it can cause frustration
or work not being able to be done. These components will then need replacing.

5|Page

Computer cleaning & tune-up

a) junk File Cleaner
Identifies and deletes those needless files which clutter your hard drive and slow down your
computer (including temp Internet files, log files, error reports, cache files and unused icons and
more).
b) Registry Cleaner
Removes or repairs corrupt registry keys to improve the performance, stability and security of any
Windows computer.
c) Malware Scanner

Scans for and removes all types of viruses and spyware.

d) Boot Time Optimization

Identifies and disables unnecessary start-up programs that slow system start-up time.
e) Critical Event Resolution

analyzes and resolves Windows event errors that occur during start-up/shut down, application
run-time and when reading/writing to the hard drive.
f)

Security Optimization

Analyzes and restores default Windows security settings where required.

g) Additional utilities

Find and remove duplicate files; full registry defrags tool and force-deletion of locked files.

Virus and malware removal

The introduction of new viruses and malware files is growing at an alarming rate. According to
comprehensive reports from the anti-virus development company Kaspersky, more than 200,000 new
viruses and malware files were released every single day in 2012. In Kaspersky's latest 2014 report, that
number has skyrocketed to more than 325,000 new malicious files being released daily. This means that
almost all Internet users will encounter dangerous files at least once while surfing the Web, using social
media networks or working with email.

6|Page

If you notice that your computer is running sluggishly and suspect the system has a virus or malware
application, disconnect from the Internet immediately before the malicious files can do further damage.
If you have CDs, floppy disks, external hard drives, USB drives or other removable media inserted in or
connected to the PC, remove or disconnect them immediately. Do not use the media with other
computers until after you have had a chance to scan the media source for viruses or malware

Wireless networking
A wireless network is any type of computer network that uses wireless data connections for
connecting network nodes.
Wireless networking is a method by which homes, telecommunications networks and enterprise
(business) installations avoid the costly process of introducing cables into a building, or as a connection
between various equipment locations. Wireless telecommunications networks are generally
implemented and administered using radio communication. This implementation takes place at the
physical level (layer) of the OSI model network structure.
Examples of wireless networks include cell phone networks, Wi-Fi local networks and terrestrial
microwave networks.

Brand name & custom built computer sales

Branded computers commonly used in the United States and European countries. Because they are
choice fast and good technology. And their quality is good, these branded computers ten to twenty
years is not too bad if you use. And these things are the same company. So in terms of
performance computers are fast. IBM, Dell, Compaq and HP are some famous
branded computers companies
Unbranded Computers, there are computers in every other company. For example, the Intel processor,
the mother-board of Mercury. If hard disk is barracuda then mouse of the fast company, the
keyboard of lunar. You can see for yourself, things will be different if the companies cannot be created
between the right combination. If you liked this article, then give your comments for more improvement
my work.

7|Page

Security camera
A security camera system basically consists of a number of security cameras, a digital video recorder to
record the cameras, and the wiring and connectors to connect it all together.

Security cameras come in a variety of styles:

Bullet cameras, with a cylinder shape and a built-in lens, are weatherproof and are great for outdoor
applications Dome cameras, with a dome shape and a built-in lens, are typically used indoors although
some come with an armor housing which allows them to be used Outdoors-Mount or box cameras,
with a rectangular shape and a lens that is selected and attached separately, is used indoors only unless
its enclosed in a separate housing for outdoor use. These cameras are typically used in commercial
settings Hidden cameras can come in a variety of shapes including super-small eye type cameras that
can easily be hidden, or hidden cameras that are designed to look like something else, such as a teddy
bear, a smoke detector, or a sprinkler head. These cameras are usually designed for indoor use only and
have a built-in lens. Pan Tilt Zoom (PTZ) cameras allow a remote operator to pan (back and forth), tilt
(up and down) and zoom the lens out and in. They are usually large and can be used inside or out.

Data recovery
The data recovery process may vary, depending on the circumstances of the data loss, the data recovery
software used to create the backup, and the backup target media. For example, many desktop and
laptop backup software platforms allow end users to restore lost files themselves, while restoration of a
corrupted database from a tape backup is a more complicated process that requires IT intervention.
Data recovery can also be provided as service. Such services are typically used to retrieve important files
that were not backed up and accidentally deleted from a computer's file system but still remain on disk
in fragments.

8|Page

7C, s of marketing for services

Product
To begin with, develop the habit of looking at your product as though you were an outside marketing
consultant brought in to help your company decide whether or not its in the right business at this time.
Ask critical questions such as, Is your current product or service, or mix of products and services,
appropriate and suitable for the market and the customers of today. Whenever youre having difficulty
selling as much of your products or services as youd like, you need to develop the habit of assessing
your business honestly and asking, Are these the right products or services for our customers today. Is
there any product or service youre offering today that, knowing what you now know, you would not
bring out again today? Compared to your competitors, is your product or service superior in some
significant way to anything else available? If so, what is it? If not, could you develop an area of
superiority? Should you be offering this product or service at all in the current marketplace?

Prices

The second P in the formula is price. Develop the habit of continually examining and reexamining the
prices of the products and services you sell to make sure theyre still appropriate to the realities of the
current market. Sometimes you need to lower your prices. At other times, it may be appropriate to raise
your prices. Many companies have found that the profitability of certain products or services doesnt
justify the amount of effort and resources that go into producing them. By raising their prices, they may
lose a percentage of their customers, but the remaining percentage generates a profit on every sale.
Could this be appropriate for you. Sometimes you need to change your terms and conditions of sale.
Sometimes, by spreading your price over a series of months or years, you can sell far more than you are
today, and the interest you can charge will more than make up for the delay in cash receipts. Sometimes
you can combine products and services together with special offers and special promotions. Sometimes
you can include free additional items that cost you very little to produce but make your prices appear far
more attractive to your customers. In business, as in nature, whenever you experience resistance or
frustration in any part of your sales or marketing activities, be open to revisiting that area. Be open to
the possibility that your current pricing structure is not ideal for the current market. Be open to the
need to revise your prices, if necessary, to remain competitive, to survive and thrive in a fast-changing
marketplace.

9|Page

Promotion

The third habit in marketing and sales is to think in terms of promotion all the time. Promotion includes
all the ways you tell your customers about your products or services and how you then market and sell
to them. Small changes in the way you promote and sell your products can lead to dramatic changes in
your results. Even small changes in your advertising can lead immediately to higher sales. Experienced
copywriters can often increase the response rate from advertising by 500 percent by simply changing
the headline on an advertisement. Large and small companies in every industry continually experiment
with different ways of advertising, promoting, and selling their products and services. And here is the
rule: Whatever method of marketing and sales youre using today will, sooner or later, stop working.
Sometimes it will stop working for reasons you know, and sometimes it will be for reasons you dont
know. In either case, your methods of marketing and sales will eventually stop working, and youll have
to develop new sales, marketing and advertising approaches, offerings, and strategies.

Place
The fourth P in the marketing mix is the place where your product or service is actually sold. Develop the
habit of reviewing and reflecting upon the exact location where the customer meets the salesperson.
Sometimes a change in place can lead to a rapid increase in sales. You can sell your product in many
different places. Some companies use direct selling, sending their salespeople out to personally meet
and talk with the prospect. Some sell by telemarketing. Some sell through catalogs or mail order. Some
sell at trade shows or in retail establishments. Some sell in joint ventures with other similar products or
services. Some companies use manufacturers representatives or distributors. Many companies use a
combination of one or more of these methods. In each case, the entrepreneur must make the right
choice about the very best location or place for the customer to receive essential buying information on
the product or service needed to make a buying decision. What is yours? In what way should you change
it? Where else could you offer your products or services?

Packaging
The fifth element in the marketing mix is the packaging. Develop the habit of standing back and looking
at every visual element in the packaging of your product or service through the eyes of a critical
prospect. Remember, people form their first impression about you within the first 30 seconds of seeing
you or some element of your company. Small improvements in the packaging or external appearance of
your product or service can often lead to completely different reactions from your customers.

10 | P a g e
With regard to the packaging of your company, your product or service, you should think in terms of
everything that the customer sees from the first moment of contact with your company all the way
through the purchasing process. Packaging refers to the way your product or service appears from the
outside. Packaging also refers to your people and how they dress and groom. It refers to your offices,
your waiting rooms, your brochures, your correspondence and every single visual element about your
company. Everything counts. Everything helps or hurts. Everything affects your customers confidence
about dealing with you. When IBM started under the guidance of Thomas J. Watson, Sr., he very early
concluded that fully 99 percent of the visual contact a customer would have with his company, at least
initially, would be represented by IBM salespeople. Because IBM was selling relatively sophisticated
high-tech equipment, Watson knew customers would have to have a high level of confidence in the
credibility of the salesperson. He therefore instituted a dress and grooming code that became an
inflexible set of rules and regulations within IBM.
As a result, every salesperson was required to look like a professional in every respect. Every element of
their clothing-including dark suits, dark ties, white shirts, conservative hairstyles, shined shoes, clean
fingernails-and every other feature gave off the message of professionalism and competence. One of
the highest compliments a person could receive was, You look like someone from IBM.

Positioning

The next P is positioning. You should develop the habit of thinking continually about how you are
positioned in the hearts and minds of your customers. How do people think and talk about you when
youre not present? How do people think and talk about your company? What positioning do you have
in your market, in terms of the specific words people use when they describe you and your offerings to
others. In the famous book by Al Reis and Jack Trout, Positioning, the authors point out that how you are
seen and thought about by your customers is the critical determinant of your success in a competitive
marketplace. Attribution theory says that most customers think of you in terms of a single attribute,
either positive or negative. Sometimes its service. Sometimes its excellence. Sometimes its
quality engineering, as with Mercedes Benz. Sometimes its the ultimate driving machine, as with
BMW. In every case, how deeply entrenched that attribute is in the minds of your customers and
prospective customers determines how readily theyll buy your product or service and how much theyll
pay.
Develop the habit of thinking about how you could improve your positioning. Begin by determining the
position youd like to have. If you could create the ideal impression in the hearts and minds of your
customers, what would it be? What would you have to do in every customer interaction to get your
customers to think and talk about in that specific way? What changes do you need to make in the way
interact with customers today in order to be seen as the very best choice for your customers of
tomorrow?

11 | P a g e

People
The final P of the marketing mix is people. Develop the habit of thinking in terms of the people inside
and outside of your business who are responsible for every element of your sales and marketing
strategy and activities.
Its amazing how many entrepreneurs and businesspeople will work extremely hard to think through
every element of the marketing strategy and the marketing mix, and then pay little attention to the fact
that every single decision and policy has to be carried out by a specific person, in a specific way. Your
ability to select, recruit, hire and retain the proper people, with the skills and abilities to do the job you
need to have done, is more important than everything else put together.

12 | P a g e

Customer segmentation
Ready-to-Buy Customers
Ready-to-buy customers often have a sense of urgency. They have done some preliminary research or at least have
an idea of something that they need. Because there is an actual need, the issue for a salesperson or service provider
becomes finding out what the requirement is and filling it. Once you demonstrate that you have what the customer
needs, they can become a client. If what they need is ongoing, they could become a valuable repeat customer.
Therefore, handle the situation in the best way possible for the most lucrative outcome, which is to gain a repeat
customer.

Potential Customers
While every person who enters a store or visits a website has the potential of becoming a customer, many of these
types of customers are simply gathering information or browsing. This kind of customer is usually in no hurry to
make a purchase, given that there is no urgent need to do so. This is when having a sales message strategy in place
can be helpful, so that you can present it to them and more easily make a sale or sign someone up for a service.

Repeat Customer
The most loyal customer is a repeat customer or one who regularly uses a companys services and purchases its
products. This type of customer is the lifeblood of the business and should be respected as such. Because they were
satisfied the first time, they returned for more services or products. Therefore, as long as you continue to satisfy their
needs, you have a repeat customer. It has been estimated that it can take up to five times more work to replace a
loyal customer as it would to simply continue to service them well enough to keep them.

Sale or Discount Customers

Sale or discount customers always shop for the best deals available on the items they want to purchase. They are a
regular fixture at stores to find store-only sales and avidly read newspaper ads, store circulars and pay attention to
local deals. They may also conduct price comparisons online before heading out to visit a store. Most of their
purchasing decisions are based upon how high the markdown in a sale is at any given time.

Impulse Buying Customers

Customers who make purchasing decisions based upon a whim or a great sales presentation usually are not in a
position of needing anything in particular. They may arrive at a store or website to buy something they do need but
then stay to look at other items. Often, this type of customer will make a decision on the spot for something that
seems good to them at some particular time for no need-based reason.

13 | P a g e

Follow us Facebook page

14 | P a g e

15 | P a g e