Consumer Attitude Towards After Sales Service

Abstract

According to Philp Kotler “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”. Marketing management deals with how organizations and people can better manage their exchange activities to produce income for themselves and satisfaction for others.Now a days customers are deal oriented, they do not want just products but they expect something more. Marketing is a process which starts with customer and ends with customer. The customer has become the main focus and all the marketing strategies revolve around him. Previously the manufacturer used to make a product and they sold it to the customer without any importance to after sales-service. But the market has totally changed now the services are designed and provided based on the customer needs. In this competitive market consumers have become increasingly conscious, not only about the products purchased but also about the product quality and its sustained performance. As a result of which more and more companies are strengthening their after sales service department. This helps them to ensure that customers are happy even after they have purchased the product. After sale service is a marketing strategy designed to create brand image which ultimately results in Brand loyalty. This paper focuses on an analysis of customer attitude towards after sales services. In order to make a comparative study, four super markets established in Mysore city were selected. They are Big Bazaar, More, Loyal World and Easy Day. I.