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What/Why Customer Analysis?
Benefits of Customer Analysis
Develop a key insights regarding consumer behaviour specially:
Who buys? What do they buys? (core benefit sought)? When do they buy? How often do they buy? Where do they buy? Who else is involved in the purchase decision? How is the product/service consumed? Where is it consumed? What influences their purchase? How price sensitive are they?
By answering these questions will assist you to segment the industry and
identify consumer segments.
Information Base for understanding consumer
behaviour
Marketing Information System:
Consumer Behaviour
Passive and Active Learning? What’s Passive Learning? Is learning occurs in a situation wherein an individual is in a relaxed state and does not pay attention to the message but retain information randomly because of repetition What’s Active Learning? More and clear information is needed, searching, comparing and getting more information about a particular product/service.
Consumer Behaviour (continue…)
Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchased Evaluation
Consumer Behaviour (continue…)
Feedback Buyer Decision Process
Consumer Behaviour (continue…)
Needs Utilitarian Needs : seek to achieve practical benefit from a product
Eg. Durable car, economical computer or warm clothing…
Hedonic Needs : seek to achieve pleasure from a product
Eg. Gucci, Louis Vuitton,Macerati Car…
Consumer buying roles
Buying decision initiator influencer buyer decider User Initiator: the person who first suggests or thinks of the idea of buying a particular product or service Influencer: a person whose views or advice carry some weight in making the final buying decision. Decider: the person who ultimately makes a buying decision or any part of it – whether to buy, what to buy, how to buy or where to buy Buyer: the person who make an actual purchase. User: the person who consumes or uses a product or service
Segmentation (continue…)
Geographic
Region
Country/ city size
Density
Climate
Demographic
Age
Gender
Family size
Income
Occupation
Religion
Race
Nationality
Psychographic Social class Lifestyle Personality Behavioural Purchase occasion Benefit sought User status Loyalty status Readiness status Attitude toward product
Segmentation (continue…)
- Identify bases for segmenting the market
- Develop profiles of resulting segments Market Segmentation
- Develop measures of segment attractiveness
- Select the target segments(s) Market Targeting
- Develop positioning for each target segment
- Develop marketing mix for each target segment Market Positioning
