Title: Impact of consumer education and knowledge on purchase intentions within services industry: a study of symbiotic analysis in Mexico

Authors: Rajagopal; Ananya Rajagopal

Addresses: EGADE Business School, ITESM, 100 Carlos Lazo, Santa Fe, Mexico ' EGADE Business School, ITESM, 100 Carlos Lazo, Santa Fe, Mexico

Abstract: 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 scrutinise 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.

DOI: 10.1504/IJSOM.2020.104334

International Journal of Services and Operations Management, 2020 Vol.35 No.1, pp.58 - 77

Received: 23 May 2017
Accepted: 29 Oct 2017
Published online: 06 Jan 2020 *

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