Armadillos

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  • Publicado : 22 de enero de 2012
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The three-stage model of Service Consumption
1.Prepurchase stage:
Need awareness:
Internal: Consumers are looking to stay fit and looking for ways to satisfy.
External: When consumers decide togo to Crunch Fitness Premier, they can choose between different ways to be fit. The marketers of the gym sell all the services and they attempt to create awareness of a need in the consumer. Maybethe consumer just wants some muscle exercises, but when the marketer offers the swimming pool, they try to create a new necesity
Information search:
The consumer has to clarify what he really need.He begins to search in different ways some solutions for his problem. In that case, the consumer will search about some possibilities to be fit and who can satisfy it. He is going to know thecompetitors of Crunch Fitness Premier or maybe he can think in the possibility of doing so at home. Normally, they use to choose one gym club because is more motivating than do it alone at home. CrunchFitness try to offer more services than their competitors to attract more users.
Evaluation of alternatives:
Many times the consumer can not decide easily because many services are difficult toevaluate before use it. They can show different gyms club, search information about it, and visit the buildings, but they, usually, can not prove all the services of the gym so they can not select the gymbefore purchase. Crunch fitness offers the ability to access the gym one day completely free and make the choice easier, the person only needs go with one partner of the gym.
With this day free, theconsumer can eliminate the seven categories of perceived risks. The day free can show you all everything the gym has.
Functional, only with one day you can know what you will get
Financial, you willmeet all the services so you know who you pay for.
Temporal, you show how many people are and evaluate if there is a lot of people and this can be a waste of time.
Physical, each person has a...
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