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Similarly, you can test-drive different cars or try out a pair of in-line skates in the store parking lot. Even after purchase, items high in search qualities allow the consumer to assess their value. Best Buy, the nation's leading volume specialty retailer, devotes up to 58,000 square feet in its stores to allow for hands-on displays.

 

These are meant to increase the customer's knowledge of product features. Since Best Buy offers a number of items high in search qualities, its format enables consumers to compare and contrast products easily. Experience Qualities In the combined categories (goods with services, half goods and half services, and services with goods), products are high in experience qualities.

Consumers cannot assess the amount of pleasure or satisfaction derived from them until they have used them. Then they can decide whether the product met or exceeded their expectations and can describe desired improvements or changes. As the name suggests, products high in experience qualities involve the customer, and promotional efforts usually create an image of people taking part in the experience.

 

Cruises are a good example. Advertising campaigns for Carnival Cruise Lines often display consumers participating in a wide variety of activities. Carnival attracts more clients than any other line more than a million per year from all over the world. These consumers can assess their experience only after the cruise has ended, but more than 98 percent of Carnival customers say they were well satisfied.

Learn about Subway franchise opportunities by visiting its Web site. Browse the electronic library, read about international Subway franchises, or request a brochure. And, for fun, play the amazing virtual Subway game. Franchising is another major trend influencing the service industry. National and international franchisers have developed aggressive growth strategies, particularly in the sectors of fast food and cleaning.

 

Franchising allows companies like McDonald's®, Subway, Service Master, and Jiffy Lube to increase quickly the number of locations where customers can purchase their services. Food service chains were expected to see a growth between 5–6 percent in 1996, which would contribute to the $900 billion food industry. Of course, this also means that more and more employees are required to deliver the service.

 

Some products are all service, others are half of each, and still others are pure goods.

 

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