Consumer Perception Towards The Purchase Of Credit Cards | Anita Goyal

Intangibility is the inherent nature of services. Service is a ?performance? rather than a ?thing?. There are more of experience and credence qualities with services than search qualities. Therefore, consumers perceive high degree of uncertainty in making a service purchase decision due to lack of tangible cues with service product. As a result, consumers normally do not consider service product features to evaluate service offer. Present study has its focus on understanding how consumers? perceive and consider service product features for making purchase of credit cards. Objectives are to analyze the role of service product features (core benefit, facilitating services and supplementary services) in pre-purchase evaluation and to understand the position of supplementary services at product levels. The data analysis indicates that consumers consider service product features during pre-purchase evaluation of credit cards and respondents find it easy to make a purchase decision on the basis of supplementary services. Responses reveal that existing supplementary service elements are perceived more of expected features than augmented features of credit cards.