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Types of customers

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					                      Consumer Behavior
Types of customers
   Classification by Gender
            Women
            Men
   Classification by Age
            Children
            Young Prospect
            Middle-aged Prospect
            Elderly Prospect
     Classification by Area
            Rural
            Urban
   Classification on the basis of behavior
            Silent
            Talkative
            Disbelieving
            Nervous
            Impatient
            Friendly
            Hesitant
            Rude
            Customer without aim
            Shopper
            Argumentative

Consumer vs. customer

Characteristics affecting consumer behavior
     Culture
     Social
     Personal
     Psychological

Marketer know to customer

                                                 1
   Customer value
           Ratio between the benefits vs. cost
                Social benefits
                Psychological benefits
                Economic benefits
                Functional benefits
   Customer satisfaction
   Customer Retention
   Customer trust

Nature of consumer behavior
     External influences
     Internal influences
     Self-concept
     Situations
     Experiences and acquisitions

TYPES OF CUSTOMER
     Loyalist
     Apostles
     Defectors
     Terrorist
     Hostages
     Mercenaries

Buyer decision process
     Need recognition
     Information search
     Evaluation of alternatives
     Purchase decision
     Post-purchase behavior

Decision making unit
     Initiator
     Influencer
     Decider
     Buyer
     User

                                                     2
     Gatekeeper

7 o,s Framework
     Occupants
     Objects
     Objectives
     Organization
     Operations
     Occasions
     Outlets

Factor influence the decision
     Level of involvement
     Times to take decision
     Cost of goods or services
     Degree of information of search
     Number of alternative considers

Routine response behavior
     Little involvement in selrction process
     Frequently purchased low cost goods
     May stick with one brand
     Buy first/evaluate later
     Quick decision

Limited decision making
     Low level of involvement
     Low to moderate cost of goods
     Evaluation of few alternative brands
     Short to moderate time to decide

Extensive decision making
     High level of involvement
     High cost goods
     Evaluation of many brands
     Long time to decide
     May experience cognitive dissonance

                                                   3
Types of Customer buying behaviors
     Habitual buying behavior
     Variety seeking buying behavior
     Complex buying behavior
     Impulse buying behavior

Types of business buying situations
   Straight Rebuy
            In-suppliers
            Out-suppliers
   Modified Rebuy
   New task
            System buying and selling
            Types of system buying in MRO

Decision making Models
   Utility theory
            Consumer use to search for
            Consumer behavior to shape up
   Satisfying theory
   Prospect theory

Decision making Strategies
   Compensatory strategy
            Equal weight strategy
            Weight additive strategy
     Non Compensatory strategy
            Satisfying
            Elimination by aspects
            Lexigraphic
   Partially Compensatory strategy
            Majority of conforming dimension
            Frequency of good & bad features

Consumer decision making process (in depth analysis)

                                                          4
Problem recognition

      Process of Problem recognition
      Types of consumer problems
      Need recognition and opportunity recognition
      Factors influencing the desired state

Information search

    Nature of Information search
    Sources of information
    Uses of information in product evaluation

Evaluating alternatives

    Three decision making theories
         Utility theory
         Satisficing theory
         Prospect theory
    Decision making strategies
         Compensatory strategies
         Non- Compensatory strategies
         Partially Compensatory strategies
         Decision rule

Product choice

    Cost versus Benefits analysis
    Product acquisition risks

Outcomes/Response

    Affective response
    Cognitive response
    Behavioral response




Marketing Research
    Factor affecting research process

                                                         5
   Use of research
        Information about the market
        Information about the products
        Information about the pricing in the market
        Information about the promotion in the market
        Information about distribution in the market
   Types of research
        Exploratory
        Descriptive
        Causal
        Applied
        Basic

Marketing information system
   External enviourment
     Social
     Technical
     Physical
     Economics
     Ethical
   The industry
     Market trends
     Customers
     Competitors
     Suppliers
   The organization
         Shareholders
         Employees

Marketing research data
   Primary data
   Secondary data
   Primary data
     Qualitative data
     Quantitative data
   Qualitative data
     Direct data
             Focus group


                                                            6
              In-depth interview
        Indirect data

         Project techniques

            Association
            Construction
            Completion
            Expressive
   Quantitative data
     Causal data
            Experimental data
     Descriptive data
            Observation data or others
            Surveys data

Segmentation
        Geographics
        Demographics
        Firmographics
        Behavioral
        Occasion
        Psychographics
        Benefits

Targeting
Positioning
Product knowledge
     Levels of product knowledge

                   Product class
                   Product form
                   Brand
                   Feature/models

     Types of product knowledge

             Bundles of attributes
                      Concrete attributes

                                                7
                      Abstract attributes
            Bundles of benefits
                      Functional benefits
                      Psychosocial benefits
            Value satisfaction
                      Terminal value
                      Instrumental value
                      Core value

    Mean end chain

    Types of need

                   Utility need
                   Hedonic need

    Types of internal influence

                   Past experience
                   Motive and attitudes

    Types of external influence

                   Situation
                   Market stimuli

    Motivational conflict

Perception
    Information processing stages

                   Exposure
                   Attention
                   Interpretation
                   Memory

    Stimulus factors

                   Size and intensity
                   Color and motivation
                   Position
                   Isolation
                   Format



                                                  8
Types of post purchase behavior




                                     9

				
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