Introduction
To market services effectively, marketing managers need to understand the consumer decision process applies to both goods and services. In this essay, firstly, I am going to analyze the pre-purchase stage of service experiences in Modern Beauty Salon which is a beauty salon that I encountered recently. Secondly, I will evaluate the different types of risk which I perceived before consumption. Thirdly, I would like to illustrate the various strategies that the company offered in order to lower my perceived risks. Finally, I will use a diagram to identify the various components of my expectation in the pre-purchase.