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The 8 Ps marketing mix consists of (1) service product; (2) price; (3) place; (4) promotion; (5) people; (6) process; (7) physical evidence; and (8) productivity (Booms & Bitner, 1980; 1981). The buyer decision-making process consists of five stages to include (1) need recognition; (2) information search; (3) evaluation of alternatives; (4) purchase decision; and (5) post-purchase evaluation (Dewey, 1910; Engel, et al., 1978; 1986). This paper utilized a sample size of 426 participates to examine these two constructs of the 8 Ps marketing mix and the decision-making process, along with the socio-demographics of age; gender; ethnicity; socio-economic level; and education level. Tukey's Honest Significant Difference Post-Hoc Analysis found multiple significant relationships (p < .05).
Keywords: 8 Ps marketing mix, buyer decision-making process, decision-making, services marketing, service-oriented products
INTRODUCTION
The tracking of service-oriented products is a complicated process. Service-oriented products are intangible; perishable; heterogenic; inseparable yet provide benefits to the customer. A haircut and a car oil change are examples of service-oriented products. The marketing and promoting of service-oriented products can be challenging and cause product confusion due to the intangibility factor. As a result, service-oriented products are difficult for companies regarding the tracking of consumer spending habits; product positioning; differentiation among competitors as well as challenging to sell (Bhattacharya, 2013; Wirtz, 2020; Yang et al., 2015).
However, tangible products can be felt, for example, when purchasing a bottle of shampoo or buying a car. Companies such as Kroger and CVS, use consumer tracking systems with barcode key tags (or cards) to track tangible products. When the customer scans the bar code key tag at the checkout register, the details of the transaction are recorded, and discounts may be provided on the purchased items. This barcode data can be collected in a variety of ways. For example, it can be collected at the point-of-sale inside the brick-and-mortar store or on the digital storefront, such as, at www.kroger.com or www.cvs.com. The barcode scanner tracks consumer spending habits, socio-demographic profiles, as well as it is used by companies to adjust pricing and inventory (Basker, 2015; Berry, 2013; Kruger, 2005).
Understanding service-oriented product purchase behavior and intent are important. Consumers today can instantaneously leave negative comments on social media outlets such as Facebook, Instagram, yelp.com, and Angie's...