IJMB Journal – Abstracts
International Journal of Management and Business
IJMB Volume VIII, Issue 1
Role of Consumer Knowledge towards Building Services Efficiency in Mexico
Rajagopal1, PhD FRSA SNI-III, Ananya Rajagopal2
1Professor and National Researcher, Tecnologico de Monterrey
2Research Scholar, Department of Administrative Science
12EGADE Business School, Mexico City, Mexico.
This study is carried out in Mexico with an objective to analyse empirically the role of education in a transforming services marketing strategies of the firms. The study is carried on in Mexico through pragmatic investigation among the consumers subscribing to the communication and entertainment services. The analysis of primary data is developed around the theory of action that demonstrates the skills and confidence of individuals or groups towards making decision in acquiring or hiring services to improve their quality of life. The results of the study reveal that knowledge acquired on the services and value perceived by the consumers play key role in determining the intentions to purchases services. This study meticulously rows several arguments on how consumers with high level of education scrutinize the benefits offered by the firms marketing their communication and entertainment services, and build their value propositions on the services bought or contracted.
Keywords: Consumer knowledge, purchase intention, consumer behaviour, operational efficiency, services marketing, Mexico.