Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Dec11-Article5-Moments of Truth: An Empirical Analysis of Indian Consumers
- Price : 80.00
- Published on December 1, 2011
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
This paper is an attempt to reveal the consumer’s perception about the point when they take their purchasing decision and form a relationship with a particular product or/ and service. They can form an impression before purchasing, during purchasing, after purchasing, or even after experiencing the same. These Moments of Truth are the critical and sensitive points when consumers actually decide whether they will purchase a product/service again or not. These touch points can be human, static and interactive interactions that mix together to create such impressions. Unfortunately, if a marketer fails to satisfy a customer upon even one Moment of Truth, it will completely eliminate the customer's memory of good service. On the other hand, getting it right can erase all the wrongs that the customer has experienced previously.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.